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. Analysing the customer journey provides valuable insights into user behaviour, enabling targeted improvements and more personalised experiences. Ultimately, a well-managed customer journey fosters loyalty, reduces churn and sets the stage for ongoing success as customer needs evolve over time.
