Customer Journey

The customer journey describes the entire path a potential customer takes from the first contact with a brand to the purchase and beyond. It includes all touchpoints—online and offline—where the user interacts with the brand and influences their buying decision.

This process typically consists of several phases: awareness, consideration, decision, and often retention. Each phase focuses on different content, channels, and marketing activities to optimally guide the customer and promote conversion.

An example: A user discovers a new fitness course via social media (awareness), then gathers details and prices on the website (consideration), and finally books a spot online (decision). After completing the course, they receive emails with further offers, fostering brand loyalty (retention).

Analyzing the customer journey helps companies better understand their customers’ needs and expectations and tailor marketing strategies accordingly. Targeted engagement in each phase minimizes wastage and increases customer satisfaction.

For companies, it is crucial to continuously optimize the customer journey and create seamless, positive experiences across all channels. This builds long-term customer relationships and sustainably increases business success.