Customer Journey
What is Customer Journey?
The customer journey is comprised of all the interactions and activities that customers experience while engaging with your company and brand. It spans every stage, from first awareness through purchase, service and renewal. It spans every stage, from first awareness through purchase, service and renewal.
A customer journey is the sequence of steps a customer takes with an organization, across channels and over time. It includes marketing touchpoints, purchase, onboarding, everyday use, service requests and renewal or exit. Contact-center interactions are only part of the journey, but they often happen at moments that strongly shape how customers feel.
Understanding the journey helps organizations see where customers get stuck, why they make contact and which steps cause repeat effort. Teams typically map journeys, then use interaction data and analytics to compare the intended journey with what actually happens. Common measures include customer effort, completion rates for key tasks, repeat contacts and satisfaction at specific stages.
Related: Customer journey mapping, Customer journey analytics, Omnichannel customer journey, UW Insights.