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Customer journey management describes the planning of the various phases that a person undergoes before, during, and after purchasing a product or service.


A purchase is usually the result of a long process. Customer journey management helps structure this process and optimally supports the potential buyer during the various phases.

As with any company, the first thing to consider is who you want to reach with the product or service that the company offers. In other words, who is our target audience?

This is a question that every company should ask itself and also answer in a well thought-out manner. With the help of a target group analysis, this process can be handled in a structured and professional manner. Moreover, it is crucial to have sufficient information about the target group.

At a later point in the customer journey, aspects such as marketing strategy and branding will depend on how and where you position yourself as a company in order to appeal to the target group and make a convincing impression on them. 

The customer journey is divided into approximately four to eight phases, depending on the model. While the person concerned becomes aware of their problem for the first time at the beginning, they move closer to the purchase with each phase.


During the various phases, the potential customer comes into contact with the product, service, brand or company in general at various touchpoints.

These touchpoints take place on the various channels that the company provides; both online and offline. For companies that are not yet fully aware which touchpoints the customers or company has available, performing a touchpoint analysis is definitely an important aspect to support the customer journey. 

After the purchase, the goal is to keep the person as a customer and optimally even to get a fan.

With each step, the customer relationship is intensified and optimized along the customer journey via customer journey management.