Compare methods

	Customer Journey Analysis	Share of Wallet Analysis
Field	Marketing	Marketing
Family	Process / pipeline	Process / pipeline
Year of origin	2016	2007
Originator	Katherine N. Lemon & Peter C. Verhoef	Bruce Cooil, Timothy Keiningham, Lerzan Aksoy & colleagues
Type	Customer-experience mapping and measurement pipeline	Loyalty and category-spend measurement pipeline
Seminal source	Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.	Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing, 71(1), 67-83.
Aliases	Customer Journey Mapping, Customer Experience Journey Analysis, Touchpoint Analysis, Journey Analytics	SOW Analysis, Share-of-Wallet Measurement, Wallet Share Analysis, Wallet Allocation Rule
Related	4	4
Summary	Customer journey analysis is the systematic mapping and measurement of the full sequence of touchpoints a customer experiences with a firm, across the prepurchase, purchase and postpurchase stages, in order to understand and improve the end-to-end customer experience. It reflects a shift from evaluating isolated interactions or single satisfaction scores toward seeing the customer experience as a dynamic, cumulative, multi-touchpoint process that unfolds over time and recurs in loops. Katherine Lemon and Peter Verhoef's influential 2016 Journal of Marketing synthesis provided the field's organizing framework, defining customer experience as a customer's cognitive, emotional, sensory, social and behavioral responses across the journey, and classifying touchpoints as brand-owned, partner-owned, customer-owned and social or external. The analysis inventories these touchpoints stage by stage, measures the experience at each, traces the paths customers actually take through them, and identifies the moments and pain points that most shape outcomes such as conversion, satisfaction and loyalty. The result is a diagnostic that connects specific interactions to overall experience and guides where to invest in redesign, integrating behavioral analytics with qualitative experience research.	Share of wallet (SOW) analysis measures the proportion of a customer's total category spending that a particular brand or firm captures, shifting attention from how many customers a firm has to how much of each customer it owns. Unlike overall market share, share of wallet is a customer-level loyalty metric: a customer might buy from you regularly yet give most of their category budget to a competitor, a vulnerability that absolute sales figures hide. Bruce Cooil, Timothy Keiningham, Lerzan Aksoy and colleagues established in longitudinal work that changes in customer satisfaction drive changes in share of wallet, moderated by customer characteristics. Building on this, Keiningham and colleagues introduced the Wallet Allocation Rule, which predicts a customer's share of wallet from how the brand ranks against the competitors that customer uses and how many brands they use, arguing that relative rank, not absolute satisfaction, is what governs spending allocation. Share of wallet analysis thus combines measurement (estimating each customer's category spend and the slice you capture) with a predictive rule that turns competitive standing into expected wallet share, helping firms find growth inside their existing customer base.