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Customer Journey

A customer journey refers to the individual cycles that customers run through before they decide to purchase a product. From the point of view of marketing, the customer journey includes all of a consumer’s touchpoints with a brand, a product or a service. These include not only the direct interaction points between customers and companies (advertisement, advertising spot, website, etc.), but also indirect contact points where the opinion of third parties about a brand, product or service is obtained (evaluation portals, user forums, blogs, etc.). A deep understanding of the entire customer journey is the basic requirement for customer-oriented marketing and sales orientation. valantic helps companies optimize their customers’ customer journey.

Customer Experience October 21, 2025

Social ads 2026: Focus on creative testing, data, and performance

In 2026, social ads face new rules: more stringent data protection regulations restrict tracking, while KPIs like scroll-stop and hold rate gain importance. Creative testing, first-party data, and server-side tools boost performance and relevance.

Three colleagues sitting at an office bar working on a laptop.

Customer Experience October 14, 2025

Branding is performance: why brand management is indispensable today

Branding isn’t just a nice-to-have – it’s a key driver of long-term performance. A data-driven omnichannel strategy brings branding and performance together, ensuring consistency and measurability across all touchpoints.

Artificial Intelligence August 21, 2024

Wake-Up Call for the CPG Market: How AI Influences Purchase Decisions

Discover how AI is influencing the CPG market and changing purchasing decisions. Find out how AI is changing the customer journey in our report.

Image of a chessboard, a woman wearing a protective mask, hands being washed and a laptop

Customer Experience April 23, 2020

Agility in customer experience management – 6 tips for how you can confront the next crisis better with your customers

Companies are confronted with the challenge that customers are “locked out” due to corona crisis. Here are 6 tips that will help you on being successful nevertheless.

picture of a happy woman, next to it a picture of a thumbs up and behind it a picture of a sign saying "Come in we're open" and a picture of mountains, valantic blog article "Peak-End-Rule"

Customer Experience April 8, 2020

The Peak-End Rule or Why Customer Experience Should Never be Left to Chance with Customer Experience Management

When is the customer experience good, when bad? Does only the first impression matter or does the experience arise from the total of all positive and negative experiences that a customer has with a company? What influences our perception?

Picture of a woman shopping online with her smartphone, next to it a picture of a sign saying "Open" and behind it a picture of a smartphone and clothes, valantic mobile commerce

Customer Experience March 12, 2020

5 Tips for How You Can Close the Experience Gap

How good is your customer experience management? If your assessment doesn’t match the customer's experience, you’ve got an experience gap. We’ll give you some helpful tips for how you can close this gap.

Bild eines Handys, einer lachenden Frau, sowie einer Lagerhalle, valantic Customer Relationship Management

Customer Experience February 25, 2020

Why CRM is no longer enough today

With digitalization, the customer journey is being transformed, from analog to digital. What effects will this have on the customer relationships of tomorrow?