The customer journey represents the end-to-end sequence of interactions a person has with a brand, product, or service over time. It spans awareness, consideration, conversion, and post-conversion experiences.
Journeys are not always linear and may cross channels and sessions.
Examples in Action
- Awareness → research → purchase → retention
- Ad exposure → site visit → follow-up email → conversion
- Product discovery → comparison → decision → onboarding
Typical Outcomes / Results
- Clearer understanding of user behaviour over time
- Improved experience continuity
- Better alignment across teams
- More effective optimisation prioritisation
This definition reflects standard journey mapping practice.