Also: consumer journey
The customer journey is the virtual journey a customer takes up to and including purchasing a product or service. It is a metaphor for the various intermediate steps, phases, and contact moments that a customer goes through before making a purchase. Usually, the relationship with the customer that arises afterwards is also counted as part of the customer journey.
At every step in the customer journey, feelings arise with the customer, and questions can arise. The extent to which needs are met and the amount of friction that occurs determine the experience and ultimately also the conversion.
Frequently asked questions
Learn more about Customer journey? Five common questions.