The customer relationship usually begins with a registration. Be it for an online store, a newsletter or for the trial version of a product. Companies often respond with a standardized welcome e-mail. But registration is already a success!

The customer journey is a journey that often does not go as planned by the tour guide: When shopping online, a full three out of four customers bail out before completing the purchase, leaving behind a half filled shopping cart, according to a study by the Baymard Institute.

The purchase button is clicked, the order completed – for most retailers, the best possible end to the customer journey. But anyone who sits back in satisfaction at this point will miss half of the story.