Customer Journey
Every path starts before the purchase.
We show how your customers experience you. Phase by phase and touchpoint by touchpoint.
Seven steps that repeat.
Change perspective
We see the path through your customers’ eyes, not from the company’s side. To do that, we first step away from your business.
Set goals
We write one goal that is specific, measurable and dated. Metrics later show whether you reached it.
Collect data
A research overview shows which questions are open and which sources fit. We test assumptions early against real data.
Build a persona
We describe a typical customer group based on data, with goals, questions and behavior in every phase.
Analyze touchpoints
We list direct and indirect contact points, assign them to phases and rank them by relevance.
Fill the map
We work phase by phase, not everything at once. The rough picture comes first, the detail after.
Improve and measure
We derive actions, clarify owners and set priorities. We measure the effect in every phase and repeat the cycle.
Seven phases, one curve.
Your customers’ mood shifts from phase to phase. The five phases on the homepage group these seven.
Before awareness
No need yet: People come across you by chance, for example on social channels.
Awareness
The need becomes clear and research begins, mostly through a search engine.
Consideration
Interested people weigh up and compare options, often with many drop-offs.
Preference
Providers get checked, reviews get read and people look for the difference.
Purchase
Ordering or signing: The process should feel safe and simple.
After the purchase
The first use shows whether the expectation is met.
Loyalty
Customers stay, buy again and recommend you.
Example of an emotional curve, not measured data.
What a customer journey is made of.
01
Phase model
A path runs through several phases, from the first nudge to the recommendation. It doesn’t end with the purchase.
02
Touchpoint
Every point of contact with your brand. Large touchpoints consist of many small ones, such as single articles or order steps.
03
Persona
A data-based profile of a customer group. It shows goals, questions and activities in every phase.
04
Moments of truth
Key moments with a large influence on the brand image. They range from research before contact to sharing the experience.
05
Customer insights
Data is raw material, insights are the interpreted analysis. They answer the question of why.
06
Customer journey map
The map shows phases, persona, touchpoints, mood and metrics at a glance. Your team works from one shared picture.
What you get.
- A customer journey map with phases, persona, touchpoints, mood and metrics.
- Persona profiles based on data instead of gut feeling.
- A touchpoint analysis assigned to the phases, with clear priorities.
- A research overview that names data gaps and assigns the fitting method.
- A metrics set that links every phase to a measure.
- An action plan with priorities and owners, developed in a workshop with your departments.
Where it usually goes wrong.
- 01
Assumptions stay for too long and are not tested against data.
- 02
The path is seen only from the inside, and internal assumptions are not compared with real needs.
- 03
The path ends at the purchase, like the classic sales funnel.
- 04
Only revenue and profit are measured, the customers’ view is missing.
- 05
The map counts as a one-off project instead of an ongoing optimization process.
Your checklist.
Use it to check where you stand. Every open point is a good start for our conversation.
- The goal is written down as specific, measurable and dated.
- The persona is based on data.
- The phases of the path are defined.
- All touchpoints are listed, including indirect and small ones.
- Every touchpoint is assigned to at least one phase.
- Open questions and data gaps are noted in a research overview.
- The mood per phase is rated, low points are prioritized.
- Metrics, actions and owners are set per phase.
Frequently asked questions.
Is customer journey management worth it for small businesses?
Yes. We improve your customers’ experience with it, and that matters at any size. The more complex the path, the more a systematic approach pays off.
What is the difference between customer journey and customer experience?
The customer journey describes the touchpoints and their order. The experience describes how your customers perceive those contacts, mainly emotionally.
How does a customer journey differ from AIDA?
AIDA describes states we want to reach in the customer. The customer journey maps the concrete path with all its stations.
Do we need special software?
Not to start. For first maps we use a presentation, a whiteboard or sticky notes. Software pays off later for real-time data and large analyses.
Doesn’t the path end with the purchase?
No. Afterwards it is decided whether the expectation is met. Repeat purchases and recommendations depend on it.
How do we recognize success?
We measure in every phase and combine several metrics. Revenue alone is not enough, your customers’ view belongs in it.
Let’s talk about your project.
The first conversation is free and takes half an hour.