What does customer journey mean in German?

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The customer journey, also known as the user journey, buyer's journey, or customer journey in German, is a fundamental term in marketing. It describes the various stages customers go through before deciding to purchase a product.

Let’s take a closer look here:

What is the customer journey?


The customer journey describes the five phases a customer goes through – from initial interest to enthusiastic referral. It is used to develop user-centric (inbound) marketing strategies , using all relevant touchpoints as tools to achieve goals along the customer journey. A touchpoint refers to all moments in which a potential customer comes into contact with a brand, company, or service and thus becomes aware of the offer or interacts with it. The goal is to offer the interested customer the right content at the right time to reliably guide them to a specific action.

The basic idea of ​​the customer journey is based on the linear AIDA model. The customer goes through four phases:

A waress (attention)
I nterest (interest)
Desire (wish)
A ction (action).
However, today's purchasing process is much more complex due to the many different information and purchasing options, and therefore the customer journey is now divided into five phases. We differentiate between three phases hong kong phone number data before the purchase decision and two after the purchase decision. These five phases are:



Awareness (attention phase)
Consideration (consideration phase)
Decision (decision phase)
Service (service phase)
Loyalty (promoter phase)
Basics of B2B Inbound Marketing
1. The awareness phase (attention phase)


A person faces a problem or has a need, and they pay close attention to this situation, meaning they become aware of the problem. We are in the attention phase . In this first of the five phases of the customer journey, the person tries to figure out exactly what their problem or need is. They ask themselves the question:



“What is my problem, what is it called, and what do I do now?”



She tries to give the problem a name. Usually, the person researches online or asks friends about similar problems. She also has to consider the consequences of not addressing the problem. In vendor-neutral forums, blogs, e-books, or white papers, she finds content that helps her better classify her problem and narrow it down to a solution.





Customer Journey Example Awareness Phase:
Let me take my jogging topic as an example again. I jog regularly, and a while ago my foot started hurting. To be more precise, it was pulling up the back of my heel. At times I couldn't run any further and had to walk the rest of the way. I had a serious problem. I did a bit of Dr. Google (I know, you're not supposed to do that) and found other joggers on sports forums who reported the same problem. The "diagnoses" were numerous, but my pain most closely matched an Achilles tendon problem. To be more specific, it had to be Achilles tendonitis, or Achillodynia.

2. The Consideration Phase


Now that the problem or need is clear and identified, the person decides to take action to solve it. They consider – we are now in the consideration phase – which method will quickly and adequately achieve their goal and solve their problem. They research, for example, in specialist forums, search for video tutorials, web cases, or podcasts on the topic. They may also contact the manufacturer via bots or chat functions to seek advice. They weigh the various solution approaches, including their advantages and disadvantages, and ultimately decide on a path. At this point, the interested customer should be provided with specialist content: for example, e-guides or qualified white papers for download, or detailed blog articles.