What Is the Customer Journey?
The term customer journey is one of the most central concepts in marketing. It describes the customer's journey from the first contact with a company, a brand or a product to the purchase and finally to the use of the product or service.
The customer journey, which runs in cycles, includes all the touchpoints that customers have with a company during the purchase decision process. In today's age of digital media, a customer journey is much more complex than in the past.
Companies not only have direct touchpoints with customers, such as through advertisements, a phone consultation or a video demo, but usually also a variety of indirect touchpoints. These include rating portals, company blogs and forums where customers inform themselves about companies and their products.