3. customer journey

The "customer journey" describes the "journey" of a potential customer through various touchpoints with a product, a brand or a company.

As a rule, consumers do not decide to buy immediately after hearing about a product for the first time. Usually he comes into contact with a product, the company or a brand several times before he decides on an action.

Telephone hotlines are an example of touchpoints that often test the patience of potential customers. Probably everyone has hung up the phone at some point, exasperated by being put on hold.

In the offline sector, the customer journey is difficult to trace. Appropriate customer surveys can be used to close the gap in the information chain.

For easier data collection, the customer journey is often divided into phases "Before the purchase" - "Carrying out the purchase" and "After the purchase". Another possible classification is the "purchase decision phases".

The automated collection of data is crucial for the successful management of touchpoints within the customer journey. CRM systems often offer good solutions for this; a particular challenge is to manage the interfaces to the various data sources, e.g. social media channels, also taking data protection into account.

readyCon develops a model for your company's customer journey and can take over data and interface management on request.

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