A customer journey is a series of touchpoints and interactions that a customer has with a business from the first contact to after-sales support. It plays a critical role in the marketing funnel, which helps businesses market their products and services to customers based on where they are in their journey. For instance, a person in the research phase is at the top of the marketing funnel, indicating the start of their journey.
A customer journey map tells a story about how customers interact with a brand, including how they discover it, engage with it, and whether they become repeat customers. The journey highlights various touchpoints a customer could have with a brand, although not all customers may use all of them before making a purchase decision.
While every customer journey is unique, businesses can leverage their website and marketing efforts to guide customers through the journey by providing relevant touchpoints. By doing so, businesses can increase customer engagement and loyalty, ultimately leading to repeat business and growth.