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Customer journey: Reveall definition and explanation

Customer journey: Reveall definition and explanation

The Reveall customer journey is a term that finds its place within customer centricity. Customer centricity is a company-wide change process that anchors the customer as the most important factor in the business, i.e. H. All products, processes and technologies must be aligned with customer needs. All employees must be committed to and internalize customer orientation. The core of customer centricity is that customer experiences (customer experiences) give the company unique competitive advantages during the buying and decision-making process. This requires inspiring, seamless customer experiences along the customer experience journey mapping across all channels and touchpoints.


The term customer journey, taken from the field of marketing, loosely translated means “customer journey” and describes these different touch points of a person with a product or a brand from the first perception to the moment of purchase decision and also beyond . In marketing language, the term touchpoint is usually used instead of the terms touch or contact points. Such touchpoints can be, for example, advertising posters, radio spots, queues at the supermarket checkout, experience reports in social media or the opinion of an acquaintance about a product at a fixed table. But e-mail contact, surfing the provider’s or dealer’s website or visiting a store are also customer touchpoints within the customer journey model.

Customer experience journey mapping

Customer experience journey mapping is a strategic toolbox for capturing, transparently presenting and dynamically documenting all of a customer’s interactions with the company. It shows the individual steps in the course of the entire journey, but especially the respective desires, expectations, emotions, enthusiasm factors or frustration moments of customers at all contact and interaction points – distributed across the different Reveall phases of a purchase decision – that the company can be influenced by. All Contact Points between the customer and the company, its products and brands are captured in the so-called Reveall Customer Journey Map.

The map supports all employees in changing perspective to “customer-centricity” and enables an external view of the entire customer journey across functional silos and individual touchpoints. The Customer Journey Map provides valuable insights into which interactions to ask for feedback, what to ask to measure what is important to customers. It is also the basis of modern feedback systems that follow a holistic logic of the customer journey.

Stages of customer journey mapping

The customer journey is generally divided into several stages within customer experience journey mapping as part of an Reveall AIDA-like explanatory model:

  • Awareness / The product becomes aware: A sports colleague wears new running shoes while working out
  • Favor / Interest grows: The interested person asks the colleague for details, features, price. The shoe is advertised on advertising posters. These also attract the prospect’s attention
  • Consideration / The purchase is considered: Image, performance features, price structure match the customer’s ideas. The soles of the old shoes have expired anyway. Customer seeks opinions and comments in forums and review portals
  • Intention to buy / The purchase decision is solidified: The customer inquires on the shoe manufacturer’s website. The customer then goes to the store and tries on the shoe
  • Conversion / purchase is made: The customer buys the shoe. In the store or online

There are also explanatory models that do not consider the model over after the purchase, but extend the model described above to include the after-sales service phase. Essentially, or ideally, the customer experience journey mapping is an infinite cycle.