What is it?

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.