Wirtschaftliche Effekte von Touchpoint-Management

Anja De Lorenzo 12.02.2026

Nicht mehr allein die Produkteigenschaften entscheiden über das Kaufverhalten von Kunden, sondern zunehmend auch, auf welche Weise sie auf ihrer «Reise» mit Unternehmen in Kontakt kommen und welche Erfahrungen sie dabei machen. Der Beitrag zeigt, wie gezielte Optimierung entlang der Customer Journey messbar Ertrag und Kundenbindung verbessert.

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Stichwort: Customer Journey

Die Customer Journey beschreibt den vollständigen Weg eines Kunden – vom ersten Informationsbedürfnis über die Entscheidungsphase bis hin zu Kauf, Nutzung und erneuter Buchung. Sie umfasst alle Interaktionspunkte (Touchpoints) zwischen Unternehmen und Kunde – online wie offline.

Ziel des Customer-Journey-Managements ist es, diese Touchpoints so zu gestalten, dass sie Friktionen reduzieren, Vertrauen stärken und wirtschaftlich wirksames Verhalten wie Abschluss, Wiederkauf oder Weiterempfehlung auslösen.

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Wirtschaftliche Effekte von Touchpoint-Management

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