The term Customer Journey is primarily found within the fields of eCommerce and digital commerce, digital transformation, and iROI digital marketing. It describes the path a customer takes from their initial contact with a product or brand, through to the final purchase and beyond.

The customer journey consists of different phases, for example awareness, interest, decision, and loyalty. In each of these steps, the customer has different needs and expectations. Companies analyse the customer journey to better understand how customers become aware of offers and what motivates them to buy. This helps to specifically improve marketing measures and provide better customer support.

A vivid example: You see an advertisement for shoes on social media (Attention), click on the ad, and find out more about the product on the website (Interest), compare prices on other sites (Decision), and finally buy the shoes online (Action). After the purchase, you receive an email with care tips or a discount for your next order (Loyalty).

Understanding the customer journey is crucial for making customers happier and retaining them long-term.

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