Customer Journey
01 Definition
Customer Journey meaning: The sequence of interactions surrounding a customer's need and relationship with a brand.
A customer journey includes the questions decisions touchpoints emotions and outcomes a person experiences before during and after a purchase or adoption.
Also called
buyer journey
Why it matters
How Customer Journey fits the work
Mapping the journey exposes gaps between channels teams and customer expectations.
In context
Interviews showed that peer reviews were crucial in the customer journey.
Practical note
Journeys are not always linear and should be grounded in research rather than an idealized funnel.