Customer Experience and Customer Journey – A Brief Explanation

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Customer experience is inevitably linked to the customer journey. While the customer journey is more of an attempt to map all of a customer’s interactions with a company into a structured process from first contact to long-term customer loyalty, customer experience focuses on the customer’s emotional (and rational) reactions to each of these interactions.

Companies that want to provide a minimally satisfactory customer experience analyze and optimize their customer journey to ensure that each stage is designed to meet or exceed customer expectations and needs.

Customer journeys are as diverse as a company's customers
There are many different models in the literature and also in the application of the customer journey concept, all of which can be useful in their own context. However, it is possible to agree on a rough structure of the customer journey.

Very roughly: before the purchase, during the purchase and after the purchase.

However, there is no rigid specification of what a bc data customer journey should look like in detail. The number of individual phases can vary, and their individual length can be longer or shorter, or they can even be skipped altogether. In addition, customer journeys are not always linear, but can be iterative or change over time.

Ultimately, what the customer journey looks like at your company depends on many different dimensions.
For example, the type of product
Such as services vs. physical products, consumer goods vs. durable goods, software vs. hardware, durable products vs. ephemeral products
Customers' price sensitivity
The decision to buy a roll of toilet paper or invest in a photovoltaic system is light years away in terms of information acquisition and decision making.
B2B vs. B2C target group
The Direct vs. Multilevel Sales Structure
In general, the more complex and expensive the product, the more complex and longer the customer journey will be.

A possible categorization into phases could be as follows:


How companies can unite the two elements of "customer journey" and "customer experience"
The ultimate goal when developing customer journeys is to increase the number of satisfied customers while simultaneously increasing customer lifetime value. To achieve this, the customer journey needs to be as positive as possible. So what does a company need to do?

1) Define a vision and mission statement in the context of customer experience
As trivial as this point may sound, it is crucial for success and direction of the next steps. Without a clear vision and mission, attempts at optimization will come to nothing and lead to a loss of efficiency.