The key to customer satisfaction and successful customer loyalty lies in a deep understanding of the entire customer journey. GIM Customer Journey analysis offers you a comprehensive visualisation of this journey - from the first spark of interest to the purchase decision and beyond.
Our aim is to use qualitative and quantitative data to explain the course and interactions of your customers with your company or product and to reveal the potential for optimising marketing and sales strategies.
How we analyse your customer courney
We use quantitative and qualitative methods to analyse customer journeys. We differentiate between standard modules and more complex methods.
Standard modules include classic methods such as individual interviews, group discussions and customer satisfaction interviews.
More complex procedures are made up of more elaborate survey methods, such as ethnography, self-observation, agent research or simulations of consultant conversations as well as quantitative touchpoint analyses.
Typical research questions on the topic of the customer journey
- How did customers learn about the product?
- What points of contact did the customer have with the brand?
- Were there any challenges or obstacles in the purchasing process?
Project phases of the GIM Customer Journey
Our GIM Customer Journey consists of three project phases. The preparation phase, the analysis phase and the results phase. Each phase is customisable. Our experts tailor the process to suit your individual needs.
The following description serves as an initial orientation and shows how a joint project could proceed.
1) Preparation phase: in the preparation phase, we define the research problem and decide which research methods and research techniques we will use to analyse the customer journey. We also determine which groups of (potential) customers should be included in the analysis. The qualitative data collection then begins.
2) Analysis phase: in the analysis phase, we use the collected data to map the customer journey and identify different touchpoints and interactions that your customers have during the purchase process. Mapping enables us to identify weak points and opportunities in order to subsequently derive optimisation potential.
3) Results phase: based on the results of the data analysis, we provide you with recommendations for measures to improve the customer journey. We document the qualitative analysis and the resulting recommendations in a comprehensive final report, which we can present to you and your team on request and make available for further use.
Your advantages of a customer journey analysis
A customer journey analysis provides you with a deeper understanding of your customers and helps you to improve the individual customer experience. The results of the analysis help you to optimise key touchpoints and marketing strategies and build a long-term customer relationship. Long-term customer relationships are an important competitive advantage and contribute significantly to a company's success.
Your contact
We will gladly advise you.
Kurt Imminger
Senior Research Director
Dr. Tomas Jerković
Senior Research Director