Customer Journey & Experience Analytics

Purchasing decisions rarely arise in a linear way. Depending on the situation, the phase of need and the device, consumers pass through complex, cross-channel decision-making processes, from the initial emergence of a need through to after-sales. Anyone seeking to address B2C and B2B target groups in a targeted way along this process needs a differentiated understanding of the customer journey across all relevant touchpoints. FOSTEC & Company analyses this journey on the basis of a complete omnichannel journey mapping and an AI-supported touchpoint analysis – including zero-click discovery impact and experience gaps.

Context and relevance

The complexity of the customer journey has increased: channel switching between research, comparison and purchase is the rule, not the exception. Platform algorithms, zero-click searches and changed media-usage habits are altering which touchpoints are actually decisive for purchase – and which budget allocations in marketing and sales truly have an effect (Figure 1: Illustrative media and device usage over the course of the day). Companies that manage their channel strategy on the basis of aggregated sales data, without knowing the underlying purchasing behaviour of their target groups, risk systematic misallocations in marketing, sales and e-commerce.

Figure 1: Illustrative media/device usage over the course of the day

Our approach

FOSTEC & Company analyses the customer journey along a structured three-stage approach (Figure 2: Illustrative customer journey when purchasing a washing machine):

1. Journey mapping and touchpoint analysis: The first step involves comprehensive journey mapping and an AI-supported analysis of all relevant touchpoints (see Figure 2: Illustrative customer journey when purchasing a washing machine). On the basis of empirical primary research and structured surveys, the entire conversion funnel is systematically captured across all phases and assessed for its effectiveness and influence on purchasing decisions. The result is a valid customer journey map as well as a CX gap report that makes central friction points and optimisation potential transparent.
2. Target-group and persona analysis: Building on the touchpoint analysis, the second step differentiates the analysis of target groups and behaviour patterns. Relevant customer segments are typified along their actual usage and decision-making behaviour and translated into robust personas (see Figure 3: Example of pre-profiling using a persona approach). This enables a precise understanding of which channels and content are actually effective in which phases of the customer journey and forms the basis for a targeted, segment-specific approach.
3. Derivation of management impulses: Building on this, the second step differentiates the analysis of target groups and behaviour patterns. Relevant customer segments are typified along their actual usage and decision-making behaviour and translated into robust personas. This enables a precise understanding of which channels and content are actually effective in which phases of the customer journey and forms the basis for a targeted, segment-specific approach.

Figure 2: Illustrative customer journey when purchasing a washing machine

Figure 3: Example of pre-profiling using a persona approach

Results and impact

Clients receive a validated picture of their target groups’ purchasing behaviour, differentiated by phases, channels and persona types. The analysis provides a customer journey map and CX gap report as an operational basis for decisions, a prioritised touchpoint effectiveness matrix for targeted budget allocation, and a differentiated target-group analysis as a basis for individualised channel engagement. The result is a fact-based management foundation for marketing, sales and e-commerce, with a direct effect on conversion, channel efficiency and customer retention.

Position within the service portfolio

Customer & Journey Intelligence is part of FOSTEC & Company’s market intelligence portfolio. The complete portfolio comprises seven clusters with specialised analytical services:

• Demand & Market Potential Intelligence
• Assortment Potential Analysis
• Pricing & Revenue Intelligence
• Customer & Journey Intelligence
• Competitive & Share-of-Voice Intelligence
• Digital Shelf & Marketplace Intelligence
• Market Entry & Expansion Intelligence

Let us assess in an introductory conversation which touchpoints and experience gaps are relevant to your target groups and channel strategy – data-based, pragmatic and with clear, actionable recommendations.