Customer journey

The customer journey is the path the user takes in deciding whether or not to purchase and continue to use a product or service. This includes their journey in making a purchase decision as as well as their journey during and after experiencing the product or service.

At each stage of the customer journey, the user has needs and goals. By understanding these needs and goals, organizations can engage with customers across physical and digital touchpoints to help users move through each stage of the journey.

Often, organizations look at the customer journey through the lens of the touchpoints where they know they’re already interacting with consumer. This is a limiting view that can dearly cost an organization as the customer journey typically extends beyond direct touchpoints through an extended series of stages that don’t necessarily or even can’t involve your organization. This is why it’s so important to understand the journey from the customer’s point of view, and then confirm of there are places across that extended journey where your organization can have an impact.