{"id":16372,"date":"2023-04-27T14:56:39","date_gmt":"2023-04-27T12:56:39","guid":{"rendered":"https:\/\/yawave.com\/blog\/customer-journey-the-6-phases\/"},"modified":"2023-05-04T09:56:21","modified_gmt":"2023-05-04T07:56:21","slug":"customer-journey-the-6-phases","status":"publish","type":"post","link":"https:\/\/yawave.com\/en\/blog\/customer-journey-the-6-phases\/","title":{"rendered":"Customer Journey: The 6 Phases"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; text_font_size=&#8221;22px&#8221; width_last_edited=&#8221;off|phone&#8221; custom_margin_last_edited=&#8221;off|phone&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<span>As a rule, a customer does not decide to make a purchase immediately. Rather, he embarks on a journey, the so-called customer journey. The customer journey forms an important basis for planning and implementing communication with potential and existing customers and is therefore a good starting point for building a customer-centric marketing strategy. This is exactly why we explain the 6 phases of a classic customer journey in more detail. <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(1,149,223,0.05)&#8221; width=&#8221;50%&#8221; width_tablet=&#8221;50%&#8221; width_phone=&#8221;100%&#8221; width_last_edited=&#8221;on|phone&#8221; module_alignment=&#8221;center&#8221; border_radii=&#8221;on|30px|30px|30px|30px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><a href=\"#cj-definition\" target=\"_blank\" rel=\"noopener\"><span>1. What is the customer journey?<\/span><\/a><br \/><a href=\"#awareness\" target=\"_blank\" rel=\"noopener\"><span>2. Phase 1: Awareness<\/span><\/a><br \/><a href=\"#consideration\" target=\"_blank\" rel=\"noopener\"><span>3. Phase 2: Consideration<\/span><\/a><br \/><a href=\"#conversion\" target=\"_blank\" rel=\"noopener\"><span>4. Phase 3: Conversion<\/span><\/a><br \/><a href=\"#onboarding\" target=\"_blank\" rel=\"noopener\"><span>5. Phase 4: Onboarding<\/span><\/a><br \/><a href=\"#retention\" target=\"_blank\" rel=\"noopener\"><span>6. Phase 5: Retention<\/span><\/a><br \/><a href=\"#advocacy\" target=\"_blank\" rel=\"noopener\"><span>7. Phase 6: Advocacy<\/span><\/a><br \/><a href=\"#cj-beispiele\">8. The 6 phases of the Customer Journey: An Example<\/a><br \/><a href=\"#takeaways\">9. Takeaways<\/a><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cj-definition&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h2>What is the Customer Journey?<\/h2>\n<p>The customer journey shows the journey of a (potential) customer. It consists of various phases, starting with the first contact and ending with a purchase or a comparable, predefined action (e.g., subscribing to a newsletter, registering on a customer portal, or filling out a form). Along the customer journey, all touchpoints between the customer and the company or brand are mapped. Depending on the customer, industry, or product, the journey can extend over a few hours, days, or even weeks.<br \/>The classic customer journey models consist of 5 to 6 phases and are mostly based on the AIDA model (Attention, Interest, Desire, Action), which dates back to the early days of marketing. However, this model is based on the assumption that the journey is completed with the purchase (action). Today, however, there is widespread agreement that the journey continues after that. Ideally, it is even understood as a repeating cycle, in which the customer is not lost sight of beyond the conclusion of the purchase.<br \/>However, the classic models can also be expanded and individual phases can be broken down in even greater detail. For example, the customer journey model from Aufgesang consists of seven phases.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;#0195DF&#8221; custom_padding=&#8221;20px|20px|20px|20px|true|true&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cj-mapping&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; text_text_color=&#8221;#FFFFFF&#8221; header_text_color=&#8221;#FFFFFF&#8221; header_2_text_color=&#8221;#FFFFFF&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h2>Customer Journey 6 phases:<\/h2>\n<ul>\n<li>Phase 1: Awareness<\/li>\n<li>Phase 2: Consideration<\/li>\n<li>Phase 3: Conversion<\/li>\n<li>Phase 4: Onboarding<\/li>\n<li>Phase 5: Retention<\/li>\n<li>Phase 6: Advocacy<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;awareness&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Phase 1: Awareness<\/h3>\n<p>The first phase of the Customer Journey is about raising awareness of a product or service and gaining the customer&#8217;s attention. A person perceives a need or a problem and goes in search of a solution. In the process, they encounter products or services for the first time that could be a solution for them. The search is usually conducted either on the Internet or by asking friends or acquaintances.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;rgba(1,149,223,0.07)&#8221; custom_padding=&#8221;20px|20px|20px|20px|true|true&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><strong>Possible touchpoints at this stage include:<\/strong><\/p>\n<ul>\n<li>Search engines<\/li>\n<li>PR measures<\/li>\n<li>Print media<\/li>\n<li>Advertisements<\/li>\n<li>Trade fairs<\/li>\n<li>Word-of-mouth\/recommendations<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cx-mapping&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>The aim of this phase is therefore primarily to attract the attention of potential customers. Online, for example, this means bringing potential customers to the landing page and generating leads. However, the main focus is not on making an immediate sale, but on providing potential customers with initial information.<br \/>It is important to refer to possible needs or problems of the customers and not to focus on the product or the solution. So you should also provide customers who are still in the initial phase with content that shows them their needs or pain points in the first place.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#f0f9fd&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_image src=&#8221;https:\/\/yawave.com\/wp-content\/uploads\/2022\/12\/template_features_2.jpg&#8221; title_text=&#8221;template_features_2&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;|||0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3><span>Free template for optimizing the customer experience<\/span><\/h3>\n<p>Looking for an easy-to-use template to help you visualize and optimize your company&#8217;s customer experience?<\/p>\n<p>Our template offers you a simple way to display the steps and touchpoints of your customers at a glance and identify optimization potential.[\/et_pb_text][et_pb_code module_class=&#8221;custom-code&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<button onclick=\"YawaveSDK.handleButtonClick(this)\" data-yawave-type=\"button\" data-yawave-tool=\"form\" data-yawave-id=\"5147eb77-e83c-4bb0-b006-c3c991aee5f8\" data-yawave-publication=\"autocreate\" data-yawave-publication-category=\"\" data-yawave-publication-tags=\"\" data-yawave-publication-next-version=\"1671453500\" data-yawave-responders=\"kontaktlisten_cx-leadmagnet\" data-yawave-on-complete-submitter-email-template=\"63a05ad10084de6e20365904\" data-yawave-submitter-message-subject=\"CX Template von yawave\" data-yawave-complete-behaviour=\"REDIRECT\" data-yawave-complete-redirect-url=\"https:\/\/yawave.com\/de\/cx-thank-you\/\">Download template for free<\/button>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;consideration&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Phase 2: Consideration<\/h3>\n<p>Now that a person is aware of his or her needs, he or she actively sets out to find a solution. Detailed information is needed for this. Research is conducted, offers are evaluated, compared and filtered, and a closer relationship to the brand is established. The focus on the solution is now more in-depth and no longer so broad.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;rgba(1,149,223,0.07)&#8221; custom_padding=&#8221;20px|20px|20px|20px|true|true&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><strong>Possible touchpoints at this stage include:<\/strong><\/p>\n<ul>\n<li>Own website<\/li>\n<li>Forums and comparison portals<\/li>\n<li>Social media<\/li>\n<li>POS<\/li>\n<li>Customer service<\/li>\n<li>Trade magazine<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cxm&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]For companies, it is important in this phase to strengthen interest. Customers must be accompanied on their way to a decision and provided with targeted information. Marketing automation can be used, for example, to provide the customer with the right content at the right time.  [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;conversion&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Phase 3: Conversion<\/h3>\n<p>The decision has been made. The prospect&#8217;s goal is now to obtain the selected product or service as easily as possible and at a good price. To do this, they look for detailed product information, price lists, dealer directories, opening hours or even personal advice. It is therefore important to provide detailed information. Test phases or demo versions can be particularly helpful here.<br \/>If this experience is positive, the conversion takes place and the prospect becomes a customer.<\/p>\n<p>Eine verbesserte CX beeinflusst unter anderem die Kundenbindung, Preis- und Zahlungsbereitschaft, Cross- und Upselling und Empfehlungen positiv. Parallel dazu sinken die Abwanderungsrate und die Kundenservice-Kosten.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;rgba(1,149,223,0.07)&#8221; custom_padding=&#8221;20px|20px|20px|20px|true|true&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><strong>Possible touchpoints at this stage include:<\/strong><\/p>\n<ul>\n<li>Own website<\/li>\n<li>E-mail<\/li>\n<li>Online-Shop<\/li>\n<li>App<\/li>\n<li>Personal consultation\/salesperson<\/li>\n<li>POS<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;bedeutung-cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>It is particularly important here to ensure simple purchase processing. The purchase must be executable with just a few clicks and possible barriers should be reduced to a minimum. For example, flawless payment processing including a wide range of payment options must be guaranteed.<br \/><strong>Important: The journey is not over with the purchase!<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;onboarding&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Phase 4: Onboarding<\/h3>\n<p>Onboarding marks the beginning of a very important phase that is often neglected. In this phase, the power relationship between buyer and seller changes. The customer has made his decision and you, as the provider, must now show him that he has made the right decision. After the purchase has been made, the customer is most receptive to information. It is therefore a good idea to provide him with information about the product or its use. This phase is also ideal for cross-selling and\/or upselling activities.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;rgba(1,149,223,0.07)&#8221; custom_padding=&#8221;20px|20px|20px|20px|true|true&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><strong>Possible touchpoints at this stage include:<\/strong><\/p>\n<ul>\n<li>Personal mail<\/li>\n<li>Customer portal<\/li>\n<li>Packaging<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;bedeutung-cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]The goal is for the customer to be satisfied with their decision and to be delighted with the entire buying experience. If this is the case, the customer is more likely to recommend you to others. A well-organised and managed onboarding phase has been proven to increase customer satisfaction. [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;retention&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Phase 5: Retention<\/h3>\n<p>The customer has now received the product or service. The task now is to bind him to the brand and make him a returning customer. Individual follow-up and first-class customer service can help to meet or even exceed expectations. This allows a seamless transition to the loyalty phase.<br \/>In this phase, the customer therefore expects above all immediate and competent support in the event of questions or uncertainties.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;rgba(1,149,223,0.07)&#8221; custom_padding=&#8221;20px|20px|20px|20px|true|true&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<strong>Possible touchpoints at this stage include:<\/strong><\/p>\n<ul>\n<li>Customer service<\/li>\n<li>Support\/call center<\/li>\n<li>Personal mail\/call<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;verbesserung-cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]Maintaining existing customer relationships is of great importance. Not least because acquiring new customers is usually much more difficult and, above all, more cost-intensive than retaining existing customers. [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;advocacy&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Phase 6: Advocacy<\/h3>\n<p>In the advocacy phase, the customer shares his experience with others. If he is convinced of his purchase, he is likely to buy again and there is also the possibility that he will give positive reviews or recommendations. The customer can thus become a kind of brand ambassador for the product or brand. User-generated content is one of the most effective online marketing measures. The recommendations in turn bring new potential customers into the journey. This is why it is particularly advisable to reward recommendations in this phase, for example with the help of a points system.<br \/>\nThe ultimate goal is to turn the customer into a fan.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;rgba(1,149,223,0.07)&#8221; custom_padding=&#8221;20px|20px|20px|20px|true|true&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cx&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><strong>Possible touchpoints at this stage include:<\/strong><\/p>\n<ul>\n<li>Social media<\/li>\n<li>Blog<\/li>\n<li>Forums<\/li>\n<li>Newsletter<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;cj-beispiele&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h2>The 6 phases of the Customer Journey: An example<\/h2>\n<p>To illustrate the phases and for better understanding, we will now show you a highly simplified example of a Customer Journey. The example is about a shoe purchase.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Phase 1: Awareness&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf06e;||fa||400&#8243; icon_placement=&#8221;left&#8221; content_max_width=&#8221;80%&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>Anna is a passionate runner and goes jogging at least twice a week. When she was jogging with a colleague the other day, she noticed that she had new running shoes with special cushioning. Since she herself has had problems with her joints for a long time, she asks her colleague about the quality and price of the shoes.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Phase 2: Consideration&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xe00d;||divi||400&#8243; icon_placement=&#8221;left&#8221; content_max_width=&#8221;80%&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>Once home, Anna sits down at her laptop and does some research. Among other things, she comes across her colleague&#8217;s shoes. However, she also looks at other models and compares them with each other.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Phase 3: Conversion&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xe015;||divi||400&#8243; icon_placement=&#8221;left&#8221; content_max_width=&#8221;80%&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>She decides on a model &#8211; not the same as that of her colleague. After she has decided, she looks for a supplier who offers the shoes at a reasonable price. She decides to order the shoes online from a sports retailer. She decides to pay via invoice and enters her shipping address as well as the billing address.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Phase 4: Onboarding&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf49e;||fa||900&#8243; icon_placement=&#8221;left&#8221; content_max_width=&#8221;80%&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>Following the order, Anna receives a confirmation email. A few days later, she receives the latest newsletter, which contains information about jogging. Again, a few days later, the package with the shoes arrives at Anna&#8217;s home. In addition to the shoes, the elegant packaging also contains a sheet of vouchers for related product categories.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Phase 5: Retention&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf164;||fa||900&#8243; icon_placement=&#8221;left&#8221; content_max_width=&#8221;80%&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>After receiving the package, Anna receives a personal email. In it, she is asked questions about the satisfaction of her recently purchased shoes. After completing them, she receives a 10% coupon for her next purchase.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Phase 6: Advocacy&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf27a;||fa||400&#8243; icon_placement=&#8221;left&#8221; content_max_width=&#8221;80%&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>The first few weeks with the new shoes have passed. Anna is very happy with her purchase. The running shoes are not only stylish, but also extremely comfortable and her joint complaints have decreased noticeably. So the purchase was a complete success. Because of this, Anna decides to leave a review on the sports retailer&#8217;s website. Anna has definitely become a fan of the brand and will certainly buy products from this brand again.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; disabled_on=&#8221;off|on|on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; width_last_edited=&#8221;off|phone&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(1,149,223,0.42)&#8221; custom_padding=&#8221;50px|0px|50px|0px|false|false&#8221; border_radii=&#8221;off|15px|15px||&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; header_3_text_color=&#8221;#FFFFFF&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Beispiele f\u00fcr schlechte Customer Experience<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=&#8221;on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(232,232,232,0.19)&#8221; custom_padding=&#8221;70px|0px|70px|5px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Ganzheitliche Erfahrung&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf3a5;||fa||400&#8243; icon_placement=&#8221;left&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>Zeigt das vollst\u00e4ndige Bild der Kundenerfahrung mit der Marke \u00fcber mehrere Kan\u00e4le.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=&#8221;on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(232,232,232,0.19)&#8221; custom_padding=&#8221;70px|0px|70px|5px|false|false&#8221; border_width_top=&#8221;1px&#8221; border_color_top=&#8221;#E8E8E8&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Allgemeine Kundenerfahrung&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf500;||fa||900&#8243; icon_placement=&#8221;left&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]Zeigt das \u00fcbergreifende Erlebnis und die damit verbundenen Interaktionen, welche alle relevanten Kunden mit der Marke haben.[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=&#8221;on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(232,232,232,0.19)&#8221; custom_padding=&#8221;70px|0px|70px|5px|false|false&#8221; border_radii=&#8221;off|||15px|15px&#8221; border_width_top=&#8221;1px&#8221; border_color_top=&#8221;#E8E8E8&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Verstehen des gro\u00dfen Ganzen&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf530;||fa||900&#8243; icon_placement=&#8221;left&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]Ist dann ideal, wenn man nicht weiss, wo das Problem liegt oder nur die Symptome kennt.[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; disabled_on=&#8221;off|on|on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; width_last_edited=&#8221;off|phone&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(1,149,223,0.42)&#8221; custom_padding=&#8221;50px|0px|50px|0px|false|false&#8221; border_radii=&#8221;off|15px|15px||&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#FFFFFF&#8221; header_3_text_color=&#8221;#FFFFFF&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>Beispiele f\u00fcr gute Customer Experience<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=&#8221;on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(232,232,232,0.19)&#8221; custom_padding=&#8221;70px|0px|70px|5px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Produkt-\/dienstleistungsbezogen&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xe013;||divi||400&#8243; icon_placement=&#8221;left&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;|||10px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]Konzentriert sich auf die Erfahrung, die der Kunde bei der Interaktion mit einem bestimmten Produkt\/Dienstleistung macht.[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=&#8221;on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(232,232,232,0.19)&#8221; custom_padding=&#8221;70px|0px|70px|5px|false|false&#8221; border_width_top=&#8221;1px&#8221; border_color_top=&#8221;#E8E8E8&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Spezifischer Kundentyp&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf007;||fa||400&#8243; icon_placement=&#8221;left&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;|||10px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>Konzentriert sich auf die Erfahrung, die der Kunde bei der Interaktion mit einem bestimmten Produkt\/Dienstleistung macht.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=&#8221;on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(232,232,232,0.19)&#8221; custom_padding=&#8221;70px|0px|70px|5px|false|false&#8221; border_radii=&#8221;off|||15px|15px&#8221; border_width_top=&#8221;1px&#8221; border_color_top=&#8221;#E8E8E8&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_blurb title=&#8221;Eintauchen in Details&#8221; use_icon=&#8221;on&#8221; font_icon=&#8221;&#xf002;||fa||900&#8243; icon_placement=&#8221;left&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;|||10px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>Eignet sich, wenn man weiss, welche Probleme vorliegen und geeignete L\u00f6sungen gefunden werden m\u00fcssen.<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; width=&#8221;100%&#8221; width_tablet=&#8221;50%&#8221; width_phone=&#8221;100%&#8221; width_last_edited=&#8221;on|phone&#8221; module_alignment=&#8221;center&#8221; border_radii=&#8221;on|30px|30px|30px|30px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;4f2656be-a916-49d5-9b97-48a9d2c9dd22&#8243; background_color=&#8221;rgba(1,149,223,0.05)&#8221; custom_margin=&#8221;||||false|false&#8221; custom_padding=&#8221;20px|25px|20px|25px|false|false&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text module_id=&#8221;takeaways&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;767f238d-fafc-4be0-b958-e66b59b9aa2a&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h2>Takeaways<\/h2>\n<p>The classic customer journey consists of five to six phases. It begins with the awareness phase, in which the aim is to generate attention and make contact with potential customers for the first time. The focus here is not yet on direct sales. In the second phase, the Consideration phase, customers actively search for offers and evaluate them. It is therefore important to increase interest and support customers in the decision-making process. The decision is then made in the conversion phase. Now, it is important to make the purchase process as easy as possible and to reduce potential barriers to a minimum. But remember: the journey doesn&#8217;t end with the conclusion of the purchase! It continues with the onboarding phase, a very crucial phase for customer satisfaction. This is the phase between purchase and receipt. The aim here is to give customers the feeling that they have made the right decision. The retention phase is then about retaining customers and offering them support when needed. Finally, there is the advocacy phase, in which customers ideally become fans and make recommendations. The post-conversion phases are particularly important, as acquiring new customers is much more time-consuming and costly than retaining customers who have already been acquired.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row custom_padding_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_image=&#8221;https:\/\/yawave.com\/wp-content\/uploads\/2022\/02\/yawave_bg_v2.jpg&#8221; custom_padding=&#8221;100px|50px|100px|50px|false|false&#8221; custom_padding_tablet=&#8221;100px|50px|100px|50px|false|false&#8221; custom_padding_phone=&#8221;|25px||25px|false|false&#8221; border_radii=&#8221;on|15px|15px|15px|15px&#8221; box_shadow_style=&#8221;preset2&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;60px|||60px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>A CX Map for your company?<\/h3>\n<p>[\/et_pb_text][et_pb_button button_url=&#8221;https:\/\/yawave.com\/en\/customer-experience-map\/&#8221; button_text=&#8221;Read more&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;b8fa3559-8baa-4ff5-8a2f-e3752882096f&#8221; custom_margin=&#8221;15px||0px|55px|false|false&#8221; custom_margin_tablet=&#8221;15px||0px|55px|false|false&#8221; custom_margin_phone=&#8221;|||0px|false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; background_image=&#8221;https:\/\/yawave.com\/wp-content\/uploads\/2022\/02\/yawave_bg_v3.png&#8221; custom_padding=&#8221;||||false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text content_tablet=&#8221;<\/p>\n<p>More Case Studies<\/p>\n<p><a href=\"%22\/de\/kunden\/hcap\/%22\"><span style=\"%22font-size:\" color:=\"\">HC Ambri Piotta<\/span><\/a><\/p>\n<p><a href=\"%22\/de\/kunden\/ms-sports\/%22\"><span style=\"%22font-size:\" color:=\"\">MS Sports<\/span><\/a><\/p>\n<p><a href=\"%22\/de\/kunden\/ruz\/%22\"><span style=\"%22font-size:\" color:=\"\">Raiffeisen Entrepreneur Center<\/span><\/a><\/p>\n<p>&#8221; content_phone=&#8221;<\/p>\n<p>More Case Studies<\/p>\n<p><a href=\"%22\/de\/kunden\/hcap\/%22\"><span style=\"%22font-size:\" color:=\"\">HC Ambri Piotta<\/span><\/a><\/p>\n<p><a href=\"%22\/de\/kunden\/ms-sports\/%22\"><span style=\"%22font-size:\" color:=\"\">MS Sports<\/span><\/a><\/p>\n<p><a href=\"%22\/de\/kunden\/ruz\/%22\"><span style=\"%22font-size:\" color:=\"\">Raiffeisen Unternehmen- zentrum<\/span><\/a><\/p>\n<p>&#8221; content_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;||||||||&#8221; width=&#8221;100%&#8221; module_alignment=&#8221;center&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]You might also be interested in<\/p>\n<p><a href=\"\/de\/blog\/customer-experience-cx-definition-strategien-und-beispiele\/\"><span style=\"font-size: 36px; color: #174a8f;\">Customer Experience (CX): Definition, strategies and examples<\/span><\/a><\/p>\n<p><a href=\"\/de\/blog\/customer-journey-vs-marketing-funnel\/\"><span style=\"font-size: 36px; color: #174a8f;\">Customer Journey vs Marketing Funnel<\/span><\/a>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a rule, a customer does not decide to make a purchase immediately. Rather, he embarks on a journey, the so-called customer journey. The customer journey forms an important basis for planning and implementing communication with potential and existing customers and is therefore a good starting point for building a customer-centric marketing strategy. 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