Customer Journey

Customer journey refers to the typical path a consumer follows when interacting with a brand.

This includes every touchpoint or interaction between the consumer and the brand as well as their experiences along the way.

Unlike the buyer’s journey, this process goes far beyond the purchase, i.e. to adopt and assimilate the product or services and further to advocate for it in case of the positive customer experience.

The process can be visualized and documented in a customer journey map.