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Definition Customer journey
The customer journey is a graphical representation of the purchasing process, taking into account the emotions, behaviors and interactions of the customer with the brand at each stage of the purchasing journey. The goal is to explore the customer’s perspective, which allows for adapting the marketing and communication strategy to the real needs and expectations of the recipients.

Customer journey – types

There are several approaches to classifying the types of customer journeys, but they can be broadly divided into a few main categories:

Traditional purchase path : Starts with problem identification, searching for solutions, comparing offers, and ends with making a purchase. It can then include stages related to product use and customer loyalty.

Omnichannel :

Given the development of communication and sales channels, the customer journey includes both online and offline interactions. This is a reflection of the modern shopping reality, where customers can move between different channels.
Shortened purchase path : For low-involvement products, customers can make faster decisions by skipping some steps of the traditional purchase path.
B2B and B2C : In the context of business-to-business (B2B) relationships, the buying journey can be more

Car Buyer :

The customer starts by researching the market, then gathers information about different makes and models, compares them, visits a showroom, arranges a test drive, negotiates the terms and makes a purchase.
Online clothing shopper : A customer browses online stores, selects a product, adds it to the cart, cancels or continues the purchase, makes payment, waits for delivery, and after receiving the product can leave a review.
Advantages and disadvantages switzerland email list of the customer’s purchase path

Defects :

It can be time-consuming and resource-intensive.
Limitations in accurately capturing all the nuances and changes in customer behavior.
Advantages :

It helps you understand your hubspot conversations is new in hubspot 2017 customers from their perspective.
Enables personalization of marketing strategies.
Indicates potential places to optimize the purchasing process.
Supports building lasting relationships aero leads  with customers.
How to Make a Customer Journey
Customer research : Collecting information about customer behavior, needs and expectations through surveys, interviews, data analysis, etc.