Globalisation and digitalisation have changed today's marketplace. We are moving away from a product-centric economy and shareholder orientation towards a customer-centric market economy. This makes it absolutely crucial for companies to really understand today's customers.

The customer journey represents the complete "travel route" of the customer from the first contact with a product, a brand or a company until commitment as an advocate or promoter.

The customer journey connects all touchpoints from the emergence of the first need to the information search, the ensuing purchase and the subsequent steps towards customer loyalty.

Recognize at what point your customer currently is, why there has not been purchase or repurchase and how to catalyze more promoters.

Use the customer journey analysis to align your management strategies with marketing.