User journey

In a retail store, for example, there are opportunities to present the product range to the customer so that he can touch it, to advise him personally, to enable a fast, relatively secure and, in the case of cash, anonymous payment process, to hand over the goods immediately after the sale and to offer him a friendly farewell.

The Customer Journey is particularly interesting in online marketing or digital channels, as here the behavior of the consumers can be precisely mapped with the help of tracking technologies.

Research on the customer journey provides new insights into the behavior and preferences of the target group with regard to their use of and reactions to advertising on the Internet.

This includes opt-in notifications and chats, easy accessibility in social media and contact possibilities via multiple communication channels.

This is where integrated approaches come into play, which do not focus exclusively on the online area, but create a comparable "currency" across all contact points with a brand.

[5][6] Customer journey analysis requires exact data storage on consumer behavior in order to generate a valid survey.

Developments in the Internet sector show that this system alone will not be able to hold its own in the long term in order to carry out valid data measurements.

The current challenges in marketing, communication and sales show that a measurement of the customer journey based purely on tracking data is not sufficient.

It is a matter of answering cross-channel questions: e.g. how efficient is a company's print campaign compared to its appearance in social media, what role does personal recommendation play in the purchase decision process, etc.?