Customer journey
The customer journey describes a customer’s path from first contact with a business through research, comparison and enquiry to purchase and beyond.
Hardly anyone decides after a single contact. Typical are several touchpoints: an ad, a Google search, a look at reviews, the website, a recommendation, a conversation.
Knowing the customer journey lets you offer the right information at every stage — and close gaps where prospects are lost.
In the concept for HUK-COBURG’s HUK DRIVE platform, Circle mapped the customer journey from first contact to quote request as the basis for architecture and implementation planning.
What to look out for
- Write down the key touchpoints — online and offline.
- For each stage clarify: which question does the customer have, which information do they need?
- Identify points where prospects drop off.
- Smooth transitions between channels, e.g. from ad to matching landing page.
- Include the time after purchase: support, reviews, referrals.
Common mistakes
- The journey is described from the company’s perspective instead of the customer’s.
- Only the moment of purchase is considered, not preparation and aftercare.
- Channels are planned separately and contradict each other.
Frequently asked questions
By asking customers how they found you and what convinced them, analysing website and campaign data, and gathering experience from sales and customer service.
No. It is worth describing the two or three most typical paths — e.g. for new customers via Google and for customers via referrals.