The customer journey is the virtual journey a customer takes up to and including purchasing a product or service. It is a metaphor for the various intermediate steps, phases, and contact moments that a customer goes through before making a purchase. Usually, the relationship with the customer that arises afterwards is also counted as part of the customer journey.
At every step in the customer journey, feelings arise with the customer, and questions can arise. The extent to which needs are met and the amount of friction that occurs determine the experience and ultimately also the conversion.
Frequently asked questions
Learn more about Customer journey? Five common questions.
Understanding the customer journey allows marketers to identify pain points and opportunities for improvement in the customer experience. This can lead to better targeting, more effective messaging, and ultimately, increased conversions and customer loyalty.
A company can map out its customer journey by analyzing data on customer interactions and behavior, conducting customer surveys and interviews, and using tools such as heat maps and user testing to understand how customers interact with their website and other digital assets.
Some common touchpoints in a customer journey include website visits, social media interactions, email engagement, and customer service interactions.
By understanding the customer journey, a company can identify pain points and opportunities for improvement in the customer experience. This can lead to better targeting, more effective messaging, and ultimately, increased conversions and customer loyalty.
By analyzing data on customer interactions, a company can gain a better understanding of their individual preferences and tailor their messaging and offers accordingly. This can help increase conversions and customer loyalty.
By Freek Kampen
Data & Analytics specialist and co-owner of New North Digital. With a background in online advertising, I solve tracking and data issues for entrepreneurs and agencies. Feel free to get in touch!
Looking for more answers?
Check out our knowledge base for more terms like Customer journey. Level up your knowledge with our articles on core concepts in web analytics.
Add a tool to your comparison list.You can add max 4 items.
Close
Get help
Send us a message
This website uses cookies to improve your experience, personalize content, to provide social media features and to analyze our website traffic. By continuing on this website you consent to the use of cookies.
Settings
Accept
Cookie Settings
Close
We want to be transparent about the data we collect and how we use it, so you can best exercise control over your personal data. For more information, please read our Privacy Policy.
We use this information to improve the experience of our site visitors. This includes improving search results, showing more relevant content and promotional materials, better communication, and improved site performance.
Functional
Functional cookies ensure that our website continues to work properly so that you will see the correct information on our website when you return.
Analytics
We use analytical cookies to see how often our website is visited and, for example, which pages work best for us.
Advertising
We use advertising cookies to measure the performance of our advertisements.
