Customer Journey is a kind of tool that helps to identify, what a customer has to go through in order to purchase a product or to get a service delivered. The Customer Journey is a tool in marketing to re-live every step that must be taken to get the wanted product. In that sense the Customer Journey really stands for the “journey” the customer experiences when starting to think about a problem they want to solve until the moment a product or service is bought. Usually this process is visualized in a so-called Customer Journey Map.
As can be seen on the sample map the Customer Journey is defined by 5 phases and within each phase every contact point of the customer is listed. In General the Customer Journey should help to understand the pain points, thoughts and feelings of the customer when they want to solve a problem and thinking about buying something.
In a blog article Nichole Elizabeth DeMeré explains in detail:
“A customer journey map is a diagram of all the places customers come into contact with your brand, online or off. Each of these touchpoints influences the customer, and by analyzing customer behavior, feelings and motivations around each touchpoint, you can begin to identify opportunities to establish more positive relationships by giving customers what they need at any given stage of their journey. The goal of journey mapping is to gain a deeper understanding of your customer, how they interact with your brand, and how each interaction affects your relationship. It’s also a way to ensure that the brand experience remains consistent for each customer across touchpoints. Customer journey maps can move you towards more conversions, greater customer loyalty, and improved customer experience from end to end (or from end to forever, if your subscription-based and there’s no bottom to your sales funnel).” [2]
A Guideline to the Customer Journey Map
Neil Davey reports in the online e-book, which aspects need to be fulfilled [3]:
The steps the customer takes, their expectations, concerns and state of mind and the outcome they are seeking at each stage.
What success looks like from their perspective and from the organisation’s.
What the organisation can influence and how their policies and processes affect customer experience, engagement and value.
Moments of truth – the points in a journey that define the overall experience; positive and negative:
The moments that present an opportunity to delight the customer.
The things the customer expects and does not notice unless they are absent - these are the hygiene factors, or the opportunities to dismay.
What the organisation needs to do to deliver the desired outcomes.
Sources:
[1] Taken from: https://www.questionpro.com/blog/de/customer-journey-definition/ 26.05.2018
[2] Taken from: https://www.wootric.com/blog/the-customer-journey-mapping-guide-to-getting-started/ 26.05.2018
3] Taken from: https://www.mycustomer.com/content/the-complete-guide-to-customer-journey-mapping 26.05.2018
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