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Visualizing Customer Journeys: How to Illustrate the Entire Customer Interaction Universe of a Commercial Website in Real Time

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Innovations for Community Services (I4CS 2021)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1404))

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Abstract

During the last decades, the internet has become an increasingly important channel for businesses to sell products and communicate with customers. Web analytics helps companies to understand customer behavior and optimizes processes to satisfy the customer needs but there is still room for improvement in real-time visualization in the context of business content. In this paper, we describe a graph-based visualization showing the entirety of the website activities at a glance. To increase the tangibility of customer behavior, the graph adapts to the website interactions in real time using smooth transitions from one state to another. Furthermore, we incorporate machine learning in our data integration process to deal with the dynamics of change of website content over time. Finally, we conduct an evaluation in the form of expert interviews revealing that our approach is suitable to optimize digitalized business processes, initiate marketing campaigns, increase the tangibility to the customer, and put a stronger focus on customer needs.

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Author information

Authors and Affiliations

  1. Nuremberg Institute of Technology, Keßlerplatz 12, 90489, Nuremberg, Germany

    Niklas Scheidthauer & Rainer Gross

  2. FOM Hochschule für Oekonomie and Management gGmbH, Essen, Germany

    Julian Knoll

Authors
  1. Niklas Scheidthauer
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  2. Julian Knoll
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  3. Rainer Gross
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Corresponding author

Correspondence to Julian Knoll .

Editor information

Editors and Affiliations

  1. University of Bamberg, Bamberg, Germany

    Udo R. Krieger

  2. Deutsche Telekom Technology & Innovation, Darmstadt, Germany

    Gerald Eichler

  3. University of Applied Sciences Jena, Jena, Germany

    Christian Erfurth

  4. University of Hagen, Hagen, Germany

    Günter Fahrnberger

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Scheidthauer, N., Knoll, J., Gross, R. (2021). Visualizing Customer Journeys: How to Illustrate the Entire Customer Interaction Universe of a Commercial Website in Real Time. In: Krieger, U.R., Eichler, G., Erfurth, C., Fahrnberger, G. (eds) Innovations for Community Services. I4CS 2021. Communications in Computer and Information Science, vol 1404. Springer, Cham. https://doi.org/10.1007/978-3-030-75004-6_12

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  • DOI: https://doi.org/10.1007/978-3-030-75004-6_12

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-75003-9

  • Online ISBN: 978-3-030-75004-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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