Definition: Customer Journey

What is the customer journey?

The customer journey encompasses the entire series of interactions that a customer has with a company across various touchpoints. It traces the customer's experience at each stage as they learn about offers, gather information to evaluate options, make a purchase decision and continue to interact with the brand post-purchase.

The customer journey usually begins in the awareness stage, where customers first discover or learn basic information about a product or service. As they gather more details to compare options, the journey moves into the consideration stage. Once customers have evaluated their options, they make a purchase decision, bringing the customer journey to its first conclusion.

Understanding how customers move through each stage of the process can provide organisations with valuable insights. It uncovers pain points and provides insight into what is most important to customers and what their needs and motivations are. With these insights, businesses can offer personalised customer service and marketing content.

Thoughtfully addressing every touchpoint with customers creates stronger and more loyal relationships. This leads to repeat purchases and referrals and ensures that customers stay connected to the brand even after the initial purchase.