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Digital customer touchpoints and the customer journey

Published on 28 Feb 2019

A great customer experience (CX) begins by understanding the customer journey with your brand and ensuring effective engagement at the key touchpoints. Read further to learn more about this and how to map your customers’ journey accordingly.

Mapping your customer journeys across touchpoints: Examples and techniques

Understanding the customer journeys with your brand, along with the key touchpoints across all channels is a vital first step when planning your communication strategy. The question is ‘where to start?’ In this post you will learn the key steps to mapping the customer journey, with examples of the activities – awareness; discover; purchase; use of product or service; bonding with product. And further examples of touchpoints – website; store; email; mobile; Facebook etc. You will also discover how the customer journey can improve the customer experience.


Report: More touchpoints and channels in the customer journey than ever before

Kitewheel released a report last year: “State of the Customer Journey for 2018” – based on interactions measured across its customer journey platform. Mark Smith, Kitewheel’s president highlights a shift in the customer journey space, “What was once primarily a marketing tool is now the way that many brands design and influence the entire customer experience.” It is noted that brands are now using personalization across all touchpoints and that there is notable growth in adtech and IoT – mobile app interactions increased 50%. Discover why retail has been identified as an early adopter of customer journeys and how this sector continues to expand journeys to include more touchpoints.     


  • Publisher: martechtoday
  • Access: Public
  • Download: Download report via link in content (registration required)

Rethinking the Customer Journey in the Digital Age

As organizations undergo digital transformation, embracing new technologies and changing the way they do business, so consumer behavior is also being shaped by all things digital. It is therefore imperative that businesses constantly review and reshape their customer journeys to ensure continued engagement with their digitally savvy customers. In this post, you will learn three key ways to “rethink the digital customer journey” with the ultimate goals being to “build brand awareness, increase conversions, and cultivate lasting customer relationships.”


A tip from our customer experience expert:

“In short, customer journey mapping is hard. On the surface it doesn’t seem like it. Done correctly, however, a workshop should include representatives from each of the areas responsible for managing any of the touchpoints on a customer journey. It should also include both business and technical representatives, so that all aspects of the journey are considered”.

Brent Haumann

Chief Experience Officer, Africa

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Alison Treadaway

Alison Treadaway

Vice President, Marketing, Striata, a Doxim Company

She joined the Striata in 2002, and served as Managing Director of the African region for 13 years. Prior to this, Alison’s experience in Internet-related solutions included marketing and sales positions at Internet Solutions and Dimension Data.

Alison has 24 years of experience in the ICT sector. She holds a Bachelor of Arts (Languages, WITS) and a Post-graduate Diploma in Business Administration (WITS Business School).

Read more of Alison's blog posts here or connect with her on the following social channels: