Digital Customer Journey: What is it all about?

[sakibkhan22197]

For anyone working in online marketing , the customer journey is an essential part of their work. The customer's journey to a desired action can be controlled and guided through various touchpoints—points of contact with the brand, product, or company. The target action can be the purchase of a product or the request for a service.

How often the customer interacts with you during their journey and how long the digital customer journey lasts overall depends primarily on the product or service in question. While a customer may make a purchase decision within minutes for a pizza delivery service (e.g., via Lieferando), it often takes months for the customer to decide to sign up for a subscription or purchase high-priced products. They should be accompanied on this journey, and certain tools help analyze all touchpoints.

What is the goal of a customer journey?
A digital customer journey should best accompany the customer on their journey to the desired action. It should ensure that they always receive the right content at the right time on the right channels. As already described in the uk phone number data customer journey definition, this path can be very short or extend over a long period of time. The digital customer journey is therefore always as individualized as possible and meets the needs of each individual customer.

Important touch points along the customer journey
Where the customer comes into contact with the company, brand, or product depends entirely on the type of product. However, digital channels often serve as touchpoints and meet the customer on their journey. A study by ARD/ZDF (as of November 2023) shows: " 80 percent of people in Germany aged 14 and over use the internet daily. By the age of 30, almost everyone is online every day, for example, to access videos, media libraries, news, music streaming, podcasts, social media, or chat. "

Digital touch points can be, for example:

Podcast/music streaming providers
Blogs
Social Media
Forums
Reviews/ Customer ratings
websites
Newsletter
Side note : Touch points from the offline world can also be part of the customer journey. These include, for example, recommendations from friends and family, conversations at trade fairs and other events, or traditional customer service in a branch. Which customer type responds best to which contact can be determined through personal experience, surveys, studies, or analysis tools.