kundereise

Kundereise, or customer journey, refers to the total experience a customer has with a company across channels and over time, from first awareness to post-purchase advocacy. It encompasses attitudes, emotions, and actions at each interaction point and is used to understand how customers move toward a specific goal, such as making a purchase or renewing a subscription.

A journey map is a tool to visualize the as-is journey and a to-be journey. Common stages include awareness, consideration, purchase, onboarding or initial use, retention or loyalty, and advocacy. Models may vary by sector and customer type, but the goal is to identify moments of truth, pain points, and opportunities for improvement.

Building a kundereise involves defining personas, collecting data from analytics, customer interviews, surveys, and feedback, and documenting touchpoints across channels such as websites, stores, call centers, emails, apps, and social media. The map highlights dependencies between departments and processes, enabling cross-functional alignment.

Benefits include improved customer experience, higher conversion and retention, reduced friction, and clearer prioritization of investments. Metrics commonly tracked on the journey include conversion rate, time to purchase, CSAT, Net Promoter Score, churn, and customer lifetime value. Challenges include data silos, inconsistent experiences across channels, keeping maps current, and balancing efficiency with personalization.

Kundereise is widely used in marketing, product development, and service design, with applicability in B2C and B2B. It complements related concepts such as customer experience management and journey analytics and is often integrated with persona development, service blueprints, and journey optimization initiatives.