What is the customer journey?

A customer journey represents the interactions a customer has with a brand from initial awareness to point of purchase, encompassing marketing campaigns, website exploration, and purchasing decisions. The customer journey is composed of touchpoints, which are points of contact that can be used to grab attention and increase engagement. A customer journey map visualizes these interactions, mapping milestones and identifying key moments where customers may become engaged or disengaged. This map helps companies understand their customers' needs and tailor messages to guide them toward a purchase. Analyzing customer journey data provides insights into purchasing habits, pain points, and effective touchpoints, enabling businesses to refine their marketing and sales efforts.