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Online Marketing Workbook

Chapter 3 - The customer journey and customer experience

Topics:

• Customer journey
• Customer experience
• Touchpoints
• Persona card
• Net Promoter Score (NPS)
• Findability on the internet
• Search engine
• Indexation
• Multi-channel, cross-channel and omni-channel

Task 1 - Customer journey and touch points

a. What is meant by the 'customer journey'?
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b. What do we call the contact moments when a customer comes into contact with the
product, the brand or the company itself?
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c. Which stages of the customer journey have a direct relationship with the sales process
according to the 'funnel principle'?
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d. What other two terms or synonyms do you come across when talking about funneling a sale?
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e. Which two other phases follow the sale made? Explain why it is so important to pay
attention to them?
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