The Customer Journey is the complete experience a customer has with your brand—from the first moment of awareness through to purchase, use, and long-term loyalty. It maps the steps a customer takes as they engage with your business, helping you understand their motivations, pain points, and decision-making process.
Key Stages of the Customer Journey
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1. Awareness – The customer becomes aware of a problem and begins exploring solutions.2. Consideration – They research, compare options, and evaluate potential providers.3. Decision – The customer selects a solution and makes a purchase.4. Onboarding – Early-stage experience and support following the sale.5. Retention – Ongoing engagement, support, and value delivery.6. Advocacy – A satisfied customer becomes a repeat buyer or brand ambassador.
Why It Matters:
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Enhances customer experience at every touchpoint
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Identifies friction and improves conversion rates
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Aligns sales, marketing, and service around the customer
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Builds stronger relationships and long-term loyalty
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Informs content strategy, automation, and personalization
Understanding the customer journey allows your business to meet customers where they are—and guide them to where they want to be.