226:
anonymous payment process, to hand over the goods immediately after the sale and to offer him a friendly farewell. The stationary trade is striving to use these unique selling propositions in comparison to the mail order business in order to maintain market shares and is investigating how the customer journey can be improved even further to this end. Part of these considerations are also questions of how the possibilities of the
Internet can be used for stationary trade. "Click and Collect", i.e. picking up goods ordered via the Internet in the store, or vice versa shipping selected items home from the store, and other mixed forms of the distribution channels "online" and "offline", which are summarized under the generic term "Omni Channel", play an important role in this context.
251:
Journey not only records the last contact point, but the analysis covers all contact points in the medium
Internet. Furthermore, it is also important what effect the channels have on each other or whether they are dependent on each other. Research on the customer journey provides new insights into the behavior and preferences of the target group with regard to their use of and reactions to advertising on the Internet. The new knowledge helps advertising companies and agencies to better allocate media budgets to the individual channels and to improve the efficiency of all activities of a company in online marketing.
119:
22:
262:
In addition, processes that depict digital channels (e.g. advertising on the
Internet) and the entire spectrum of so-called offline contact points (e.g. TV advertising, sponsoring, word of mouth, etc.) in equal measure - from the customer's perspective - are gaining in importance. The challenge is to
242:
technologies. The technology of customer journey analysis provides the concrete benefit of uncovering all contact points created by advertising. With the insights gained from this, it is possible to uncover causal relationships between channels and contact points and to derive optimization potential.
254:
Proactive communication is a strategy for the entire life cycle of customer relations to increase customer loyalty. This includes opt-in notifications and chats, easy accessibility in social media and contact possibilities via multiple communication channels. The strategy is applied in all phases of
250:
With the findings of a customer journey analysis, it should also be clarified whether the last contact point alone was decisive for the purchase of a product or whether this was the result of an interaction or a certain sequence of several contacts and channels. This is possible because the
Customer
225:
The term "Customer
Journey" is also increasingly being used in classic sales channels. In a retail store, for example, there are opportunities to present the product range to the customer so that he can touch it, to advise him personally, to enable a fast, relatively secure and, in the case of cash,
367:
Here, as described above, integrated approaches that cover all activities of a company - whether online or offline - can help. Although a focus on online contact points often has an inviting effect, as these can be easily measured using tracking systems. But a pure "digital journey" only gives a
157:
User journeys describe at a high level of detail exactly what steps different users take to complete a specific task within a system, application, or website. This technique shows the current (as-is) user workflow, and reveals areas of improvement for the to-be workflow. When documented, this is
295:, which identify visitors' mobile devices. The behavior of the buyer outside the Internet completes the presentation of his customer journey. This approach is hindered by the desire of many consumers to reveal as little about themselves as possible, or at least to expect something in return.
359:
The current challenges in marketing, communication and sales show that a measurement of the customer journey based purely on tracking data is not sufficient. It is a matter of answering cross-channel questions: e.g. how efficient is a company's print campaign compared to its appearance in
267:
in one measurement system and in one and the same unit of measurement. This is where integrated approaches come into play, which do not focus exclusively on the online area, but create a comparable "currency" across all contact points with a brand.
356:. Developments in the Internet sector show that this system alone will not be able to hold its own in the long term in order to carry out valid data measurements. Additional measurement systems are needed to supplement missing data information.
284:. Here it is important to distinguish between "session cookies" and "persistent cookies" as well as "first-party cookies" and "third-party cookies". The information about contact points is stored centrally in a
321:
is the management of existing customers with the essential part of the customer-oriented service offering and the goal of establishing the longest and most satisfying customer relationship possible.
352:
The difficulties in measuring a customer journey result from the technical specification of the measuring system. This refers to the tracking system currently used in the market via
259:. The goal of proactive customer communication is to anticipate and optimize each interaction in order to make it efficient and personalize it for each individual customer.
335:
is used to optimize the conversion (conversion rate) on the website. So-called conversion paths map the movements of visitors along defined routes (click sequences).
303:
The term
Customer Journey is also associated with other subject areas, which do not concretely reflect the same benefits, but nevertheless show a connection.
313:
primarily refers to the online interface in the technical sense, which aims to optimize the navigation behavior of a website visitor and all interactions.
327:
describes all contact points of a buyer with a brand, a product and a service, no matter if the contact is made before, during or after the purchase.
648:
549:
427:
291:
The recognition of customers in the "offline" world is attempted via customer cards and bonus programs such as
Payback, but also via
105:
599:
343:
refers to the parallel use of several marketing channels to provide services and to build and maintain customer relationships.
43:
146:, or anyone else focusing on how users interact with software experiences. It is often used as a shorthand for the overall
86:
256:
39:
58:
452:
219:
161:
User journeys are focused on the user and what they see and what they do, in comparison to the related web design term
574:
244:
65:
218:, especially in digital channels, to minimize wastage and make communication more efficient (in technical jargon:
476:
72:
280:
on consumer behavior in order to generate a valid survey. At present, tracking is usually carried out using
32:
339:
135:
54:
143:
238:
or digital channels, as here the behavior of the consumers can be precisely mapped with the help of
174:
165:
which is just a plain list of the text URLs that are hit when a user follows a particular
Journey.
678:
368:
partial picture of the overall process, since many interactions with a brand take place offline.
353:
281:
118:
235:
178:
403:
331:
239:
151:
147:
79:
364:, what role does personal recommendation play in the purchase decision process, etc.?
672:
317:
215:
361:
277:
21:
264:
162:
139:
211:
130:
is the experiences a person has when interacting with something, typically
285:
131:
623:
525:
501:
292:
117:
550:"Customer-Journey einfach erklärt: Definition, Modelle & FAQ"
428:"Customer-Journey einfach erklärt: Definition, Modelle & FAQ"
453:"AIDA Model - Understand the Steps in the AIDA Model Hierarchy"
385:
15:
243:
Related effects can occur in the form of both synergy and
150:
and set of actions that one can take in software or other
404:"What is a User Journey? - thinkTribe | Web Performance"
649:"Seven reasons why customer journey mapping goes wrong"
600:"Touchpoint Analysis: How to Improve Customer Contact"
200:
The customer is considering buying the product (wish)
194:
The interest in the product is increased (favoritism)
134:. This idea is generally used by those involved with
234:
The
Customer Journey is particularly interesting in
188:
Awareness for the product is awakened (inspiration)
46:. Unsourced material may be challenged and removed.
177:is divided into four phases which refer to the
8:
624:"Was ist eine Customer Journey? - Ryte Wiki"
477:"Top 5 Benefits Of Customer Journey Mapping"
575:"Online Customer Experience im E-Commerce"
276:Customer journey analysis requires exact
158:often referred to as a User Journey Map.
106:Learn how and when to remove this message
377:
206:The product is bought (implementation)
7:
210:The customer journey can be used in
44:adding citations to reliable sources
14:
122:Knowledge Mobile User Journey map
20:
31:needs additional citations for
1:
526:"Customer Journey Definition"
502:"Customer Journey Definition"
220:conversion rate optimization
457:Corporate Finance Institute
695:
647:Davey, Neil (2014-10-30).
263:capture all channels and
579:www.estrategy-magazin.de
299:Conceptual delimitation
340:Multichannel Marketing
136:user experience design
123:
121:
144:user-centered design
40:improve this article
325:Touchpoint analysis
257:customer lifecycle
124:
116:
115:
108:
90:
686:
663:
662:
660:
659:
644:
638:
637:
635:
634:
620:
614:
613:
611:
610:
596:
590:
589:
587:
586:
571:
565:
564:
562:
561:
546:
540:
539:
537:
536:
522:
516:
515:
513:
512:
498:
492:
491:
489:
488:
473:
467:
466:
464:
463:
449:
443:
442:
440:
439:
424:
418:
417:
415:
414:
400:
394:
393:
382:
236:online marketing
175:customer journey
111:
104:
100:
97:
91:
89:
48:
24:
16:
694:
693:
689:
688:
687:
685:
684:
683:
669:
668:
667:
666:
657:
655:
646:
645:
641:
632:
630:
622:
621:
617:
608:
606:
604:www.zenloop.com
598:
597:
593:
584:
582:
573:
572:
568:
559:
557:
548:
547:
543:
534:
532:
524:
523:
519:
510:
508:
500:
499:
495:
486:
484:
475:
474:
470:
461:
459:
451:
450:
446:
437:
435:
426:
425:
421:
412:
410:
402:
401:
397:
384:
383:
379:
374:
350:
332:Purchase-Funnel
308:Online customer
301:
274:
245:cannibalization
232:
171:
148:user experience
112:
101:
95:
92:
49:
47:
37:
25:
12:
11:
5:
692:
690:
682:
681:
671:
670:
665:
664:
639:
615:
591:
566:
541:
517:
493:
468:
444:
419:
395:
390:journeymap.com
376:
375:
373:
370:
349:
346:
345:
344:
336:
328:
322:
314:
300:
297:
273:
270:
231:
228:
208:
207:
201:
195:
189:
170:
167:
114:
113:
96:September 2014
55:"User journey"
28:
26:
19:
13:
10:
9:
6:
4:
3:
2:
691:
680:
677:
676:
674:
654:
650:
643:
640:
629:
625:
619:
616:
605:
601:
595:
592:
580:
576:
570:
567:
555:
551:
545:
542:
531:
527:
521:
518:
507:
503:
497:
494:
482:
478:
472:
469:
458:
454:
448:
445:
433:
429:
423:
420:
409:
405:
399:
396:
391:
387:
381:
378:
371:
369:
365:
363:
357:
355:
347:
342:
341:
337:
334:
333:
329:
326:
323:
320:
319:
318:Customer Care
315:
312:
309:
306:
305:
304:
298:
296:
294:
289:
287:
283:
279:
271:
269:
266:
260:
258:
252:
248:
246:
241:
237:
229:
227:
223:
221:
217:
216:communication
213:
205:
202:
199:
196:
193:
190:
187:
184:
183:
182:
180:
176:
168:
166:
164:
159:
155:
154:experiences.
153:
149:
145:
141:
137:
133:
129:
120:
110:
107:
99:
88:
85:
81:
78:
74:
71:
67:
64:
60:
57: –
56:
52:
51:Find sources:
45:
41:
35:
34:
29:This article
27:
23:
18:
17:
656:. Retrieved
652:
642:
631:. Retrieved
627:
618:
607:. Retrieved
603:
594:
583:. Retrieved
578:
569:
558:. Retrieved
553:
544:
533:. Retrieved
529:
520:
509:. Retrieved
505:
496:
485:. Retrieved
483:. 2017-03-21
480:
471:
460:. Retrieved
456:
447:
436:. Retrieved
431:
422:
411:. Retrieved
407:
398:
389:
380:
366:
362:social media
358:
351:
338:
330:
324:
316:
310:
307:
302:
290:
278:data storage
275:
261:
253:
249:
233:
224:
209:
203:
197:
191:
185:
172:
160:
156:
128:user journey
127:
125:
102:
93:
83:
76:
69:
62:
50:
38:Please help
33:verification
30:
628:de.ryte.com
581:(in German)
556:(in German)
530:en.ryte.com
506:en.ryte.com
434:(in German)
265:touchpoints
658:2020-07-14
653:MyCustomer
633:2020-07-14
609:2020-07-14
585:2020-07-14
560:2020-07-14
535:2020-07-14
511:2020-07-14
487:2020-07-14
462:2020-07-14
438:2020-07-14
413:2020-07-14
408:thinkTribe
372:References
311:experience
163:click path
140:web design
66:newspapers
679:Usability
554:Aufgesang
432:Aufgesang
247:effects.
212:marketing
186:Awareness
673:Category
348:Problems
293:iBeacons
286:database
272:Function
240:tracking
230:Benefits
192:Interest
132:software
354:cookies
282:cookies
181:model.
152:virtual
80:scholar
481:Knexus
386:"Home"
204:Action
198:Desire
169:Phases
82:
75:
68:
61:
53:
87:JSTOR
73:books
255:the
214:and
179:AIDA
173:The
59:news
222:).
42:by
675::
651:.
626:.
602:.
577:.
552:.
528:.
504:.
479:.
455:.
430:.
406:.
388:.
288:.
142:,
138:,
126:A
661:.
636:.
612:.
588:.
563:.
538:.
514:.
490:.
465:.
441:.
416:.
392:.
109:)
103:(
98:)
94:(
84:·
77:·
70:·
63:·
36:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
