The customer journey tracks every touchpoint and interaction a customer has with a brand, from initial discovery to post-purchase follow-ups. This includes online research, social media engagements, calls or chats with support agents and in-store visits. By mapping this journey, businesses identify areas of friction — like long hold times or confusing website layouts — and uncover opportunities to surprise and delight. Analyzing the customer journey provides valuable insights into user behavior, enabling targeted improvements and more personalized experiences. Ultimately, a well-managed customer journey fosters loyalty, reduces churn and sets the stage for ongoing success as customer needs evolve over time.
