The Customer Spending Map

Authors: Thomas Rudolph, Matthias Eggenschwiler, Andreas Hauschke (2025)

Language: English 

(available as a PDF file only)

As omnichannel shopping is becoming the norm, new tools are required for managing customer touchpoints. This article introduces a novel customer-oriented framework that combines three important levels of customer journey analysis. By identifying eight mutually exclusive customer segments, the customer spending map enables omnichannel managers to steer customer journeys more profitably.