Customer Journey

A customer journey describes the sequence of steps, interactions and touchpoints a customer goes through from first contact with a brand through purchase and often post-purchase loyalty. It focuses on the customer's perspective: which channels are used, what expectations and emotions arise, and where friction or 'moments of truth' occur. In marketing and business the customer journey is used to optimize experiences, prioritize improvements and link KPIs to specific touchpoints.

Imagine an online shoe store. A customer sees a social ad (awareness), clicks to the product page (consideration), reads reviews and checks sizing guidance (evaluation), places an order (purchase) and then receives shipment tracking and a follow-up discount (retention). By analyzing these steps with a journey map you might discover many customers drop out at the shipping-cost screen; that reveals a clear improvement opportunity for conversion optimization and for post-purchase email communication.