Glossary: Customer Journey

Customer journey refers to the sum of different touchpoints where the customer has contact with a product, a brand or a company before he makes a purchase decision. The type of touchpoints is different. In addition to direct contacts in company-own channels, there may also be indirect contacts, e.g. via feedback portals or communities. It is important to know in which context the touchpoints stand to each other and how the are frequented. We need to analyse which touchpoints  were used by customers in which phase of the purchase decision process and how customers move from one touchpoint to the next. This is how all paths leading to a purchase can be optimised.

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