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2. Customer Journey

  • 2023
  • OriginalPaper
  • Chapter
Published in:
Authors
Mark Harwardt
Maximilian Köhler
Published in
Künstliche Intelligenz entlang der Customer Journey
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Um die Einsatzmöglichkeiten von KI entlang der Customer Journey aufzuzeigen, sollte zunächst ein einheitliches Verständnis der Customer Journey geschaffen werden. Dazu ist es jedoch wichtig zu verstehen, wie sich das Kaufverhalten unter dem Einfluss digitaler Technologien verändert hat. In diesem Kapitel wird daher zunächst auf das veränderte Kaufverhalten eingegangen. Anschließend wird der Begriff der Customer Journey erläutert, der als Reise eines Kunden auf dem Weg zur Kaufentscheidung aufgefasst werden kann. Auf dieser Reise hat der Kunde verschiedene Berührpunkte mit einem Unternehmen, die als Customer Touchpoints bezeichnet und ebenfalls in diesem Kapitel dargelegt werden. Die Customer Journey kann in verschiedene Phasen aufgeteilt werden, sodass verschiedene Modelle einer Customer Journey existieren. Einige ausgewählte Modelle werden abschließend in diesem Kapitel vorgestellt.

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previous chapter Einleitung
next chapter Künstliche Intelligenz
Title
Customer Journey
Authors
Mark Harwardt
Maximilian Köhler
Copyright Year
2023
Book
Künstliche Intelligenz entlang der Customer Journey

Print ISBN: 978-3-658-39108-9

Electronic ISBN: 978-3-658-39109-6

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-658-39109-6_2
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