Glossary
Customer Journey
The customer journey is the complete series of interactions a customer has with your brand, from first discovering you through becoming a loyal advocate. Understanding this journey is critical to delivering the right experience at every stage.
Stages of the Customer Journey
- Awareness: The customer discovers your brand through ads, search, social, or word-of-mouth
- Consideration: They research, compare options, visit your website, and evaluate
- Conversion: They take action — sign up for a trial, book a demo, or make a purchase
- Onboarding: Their first experience as a customer, critical for setting habits
- Retention: Ongoing engagement that keeps them active and satisfied
- Advocacy: They become promoters who refer others and leave positive reviews
Mapping the Journey
Journey mapping identifies every touchpoint and the customer's emotional state at each stage. This reveals gaps, friction points, and opportunities to improve the experience or add automation.
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