{"id":23877,"date":"2020-03-23T16:34:09","date_gmt":"2020-03-23T16:34:09","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/customer-journey-2\/"},"modified":"2020-03-23T16:34:09","modified_gmt":"2020-03-23T16:34:09","slug":"customer-journey-2","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/customer-journey-2\/","title":{"rendered":"Customer Journey"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">The customer journey is the path taken by a customer through various interactions with the company to the point of purchase.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Many sales transactions or comparable <a href=\"https:\/\/trbo.com\/en\/glossary\/conversion\" target=\"_blank\" rel=\"noopener noreferrer\">conversions<\/a> are the result of a lengthy decision-making and information process in which users interact with the product and its provider via various channels &#8211; both passive and active. These interactions are also called <a href=\"https:\/\/trbo.com\/en\/glossary\/touchpoint\" target=\"_blank\" rel=\"noopener noreferrer\">touchpoints<\/a>. In their chronological order, they are summarized as the so-called customer journey.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">A touchpoint is any conceivable, cross-channel interaction between the customer and the supplier or product, e.g:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Any kind of advertising (newsletter, poster, TV, banner, mail, etc.)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Experience reports or reviews of the product<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Articles on blogs or in newspapers\/magazines<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Search engine results<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">The customer journey can be divided into different phases. First, the customer becomes aware of a specific product (e.g. via an online ad). The user is interested in the product, possibly researches on it in forums or rating portals then visits the website to find out more. The customer journey ends with the purchase of the product or another type of conversion (e.g. newsletter subscription).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">For the ideal use of personalized marketing, it is essential for companies to have as much information as possible about the customer journey of (potential) customers. In the online sector, so-called tracking tools help to track customer journeys across channels. The data obtained form the basis for a detailed <a href=\"https:\/\/trbo.com\/en\/glossary\/dynamic-segments\" target=\"_blank\" rel=\"noopener noreferrer\">(dynamic)<\/a> <a href=\"https:\/\/trbo.com\/en\/glossary\/segmentation\" target=\"_blank\" rel=\"noopener noreferrer\">Segmentierung<\/a> into different customer types (e.g. affinity for special offers, the intensity of information acquisition, spontaneous buyers, etc.). Potential customers are assigned to one or more segments on the basis of their behavior and can be provided with precisely tailored content according to their typified user preferences. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">In addition, the customer journey can be shortened iteratively by actively playing out the most valuable content for the customer at suitable points, thus &#8220;carrying&#8221; the customer to the purchase. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">However, the evaluation of the customer journey is often problematic since it is difficult to assign the right share of the conversion to the individual touchpoints or to select the decisive touchpoint out of many regarding the conversion. Relevant improvements can therefore often only be achieved through intensive <a href=\"https:\/\/trbo.com\/en\/glossary\/testing\" target=\"_blank\" rel=\"noopener noreferrer\">Tests<\/a>.<\/span><\/p>","protected":false},"template":"","resource_original_language":[711],"class_list":["post-23877","glossar","type-glossar","status-publish","hentry","resource_original_language-en-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Glossary: Customer Journey | trbo<\/title>\n<meta name=\"description\" content=\"This glossary explains important online marketing terms. 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