Marketing Dictionary
Customer Journey
Definition
The complete sum of experiences that customers go through when interacting with your company and brand.
Deep Dive
The Customer Journey represents the complete sum of experiences a customer undergoes when interacting with a company and its brand, from initial awareness to post-purchase support and potential advocacy. This dynamic, multi-stage process encompasses every touchpoint across various channels, both online (e.g., website visits, social media interactions, email communication) and offline (e.g., in-store experiences, customer service calls). It outlines the entire path a prospect takes to become a loyal and returning customer.
Examples & Use Cases
- 1A customer researches a new laptop online, reads reviews, visits the brand's website, adds a model to their cart, receives a follow-up email, visits a physical store to see it, and finally purchases it online.
- 2A small business owner hears about a new CRM tool, watches a demo video, signs up for a free trial, contacts support with questions, attends a webinar, and then subscribes to a paid plan.
Related Terms
TouchpointCustomer Experience (CX)Sales Funnel