20 customer journey studies

Customer journey management is not just a new buzzword for CRM but instead creates processes that are customer-centric. How does it work, what do you need and what can your company gain?  

PS: For a better reading experience, I will generalize all results. For example, I will write „10% of all experts like latte macchiato“ when relating to 10% of the experts that took part in the particular study.

Status quo of the customer journey in companies

  1. 86% of all managing marketing experts think that a cohesive customer journey is critical to their success. (Salesforce, State of Marketing, 2015)
  2. Only 55% of senior marketing experts think that their company has a full grasp on the concept of the customer journey. (Millward Brown Digital via emarketer.com, 2016)

Basics of the customer journey

  1. The top four technologies to enable a cohesive customer journey are: CRM systems, data analytics, content management and marketing automation. (Salesforce, State of Marketing, 2015)
  2. Companies want to excite customers by optimizing online experiences (63%), giving omni-channel options (58%) and positive interactions with call center employees (50%). (Forrester, Digital Transformation in the Age of the Customer, 2015, PDF)
  3. Most companies (28%) consider a personal and relevant customer experience more important than speed and efficiency of services (23%). Consistency and/or social engagement rank third and fourth (17% each) and entertainment is only most important for 12% of all companies. (Kitewheel, The State of the Customer Journey, 2016, PDF)

Buyer Personas

  1. 71% of successful companies that achieve or surpass their goals use clearly defined personas. (Cintell via komarketingassociates.com, 2015)
  2. 90% of all companies consider a deep understanding of their target audience necessary to create content that interests and converts potential customers. (akoonu, 2015)

Content Marketing

  1. The efficiency of a content marketing strategy relates to the experience (64%), a documented strategy (48%), a documented goal (49%), the skill to analyze and measure success (55%) and regular meetings for everyone involved in the content marketing strategy (41%). (Content Marketing Institute, B2B Content Marketing, 2016, PDF)
  2. 51% of all companies think that content management is important or necessary to create a cohesive customer journey. (Salesforce, The State of Marketing, 2015)
  3. Compared to 2014, email communication is nearly thrice as relevant (270%) in 2015 for interacting with customers. However, only 28% of all interactions are via email. 48% of all interactions are made via social media. (Kitewheel, The State of the Customer Journey, 2016, PDF)

Touchpoints & Moments that Matter

  1. In the Asian-pacific market, 22% of all marketing experts divide their budget equally between existing touchpoints. 41% concentrate on known touchpoints and only 37% additionally experiment with new touchpoints. (TNS via campaignasia.com)
  2. One third of all marketing experts don’t connect their touchpoints. Nearly 40% know about customer journey management but don’t manage their touchpoints as part of a cohesive journey. (Econsultancy & Response Tap, Understanding the Customer Journey, 2015)


  1. Only 27% of customers stick to one channel when purchasing a channel. 73% use multiple channels to research and purchase. (Sopadjieva, Dholakia, Benjamin, 2017 via Harvard Business Review)
  2. 42% of all stationary B2C customers do online research in the shop with their smartphones to find out more information about a product. (Google, Digital Impact on In-Store Shopping, 2015)
  3. Two thirds of all B2C customers visit the stationary store before or after shopping at the online shop. (AtKearney, On Solid Ground: Brick-and-Mortar is the Foundation of Omnichannel Retailing, 2016, PDF)
  4. For B2B customers the possibility to switch channels is equally important. 74% want to find product information on different channels. 64% want to have the opportunity to return or exchange products on more than one channel. 62% don’t want any loss of information when changing channels. (accenture und hybris software, Building the B2B Omni-Channel Commerce Platform of the Future, 2014, PDF)

Advantages of the customer journey

  1. Companies that concentrate more on the customer experience are generally 16% more successful when it comes to revenue, retention and recommendation by customers. (Temkin Group via customerthink.com, 2017)
  2. By approaching customers that use search engines (via Inbound Marketing) and social media on these channels, companies can raise these customer’s revenue up to 50%. (Forrester und Catalyst, 2016)
  3. High performing marketing leaders are 13 times more likely than underperforming marketers to coordinate marketing efforts across communication channels. (Salesforce, State of Marketing, 2017 via demandgen)
  4. Companies with successful customer experiences are able to surpass their customer’s expectations 91% of the time. They can distinguish themselves from the competition, are more recognizable as a brand and have better customer loyalty, more revenue and lesser expenses. (Forrester, Expectation vs. Experience, 2016, PDF)

Want to join in the customer journey management magic? Download our free guide and learn what you need, how to gain a customer-centric view and why the time of „siloed“ workflows, teams and databases is over.