Customer Journey

What Is Customer Journey?

The customer journey refers to the complete sum of experiences that customers go through when interacting with a company and its products or services. It encompasses every touchpoint and interaction across various channels, from initial awareness to post-purchase support. Here’s a breakdown of critical stages in the customer journey:

Stages Of The Customer Journey

  • Awareness: The customer becomes aware of the brand, product, or service through marketing efforts, advertising, word-of-mouth, or online research.
  • Consideration: The customer evaluates different options and whether the brand or product meets their needs or solves their problems.
  • Decision: The customer makes a purchase decision and chooses a specific product or service provider based on various factors such as pricing, features, and reviews.
  • Purchase: The customer completes the transaction and becomes a brand, product, or service customer.
  • Retention: After the purchase, the focus shifts to retaining the customer by providing a positive post-purchase experience, support, and ongoing communication.
  • Advocacy: Satisfied customers may become advocates who recommend the brand to others, share positive experiences on social media, or provide testimonials.

Elements Of The Customer Journey

  • Touchpoints: Specific interactions where customers engage with the brand (e.g., website visits, social media interactions, customer service calls).
  • Channels: The various platforms or mediums through which interactions occur (e.g., online, offline, mobile, in-store).
  • Emotional Experience: The feelings and emotions evoked at each journey stage influence customer perceptions and loyalty.
  • Customer Insights: Data and feedback from customer interactions provide insights into preferences, behaviors, and satisfaction levels.


Check out some other terms you may encounter in the Creator economy here.

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