marketing
Customer Journey
The full path a customer takes - from first awareness through purchase to advocacy.
Definition
The customer journey maps every interaction a customer has with your brand, from first awareness through purchase and into post-purchase. It includes both intentional touchpoints (your marketing, sales calls, onboarding) and unintentional ones (a bad support experience, a delayed invoice). Mapping the journey reveals friction points you can't see when you're inside the business. Many businesses obsess over the pre-purchase journey and ignore the post-purchase journey - which is exactly where retention and referrals live.
In your business
- →Map the full journey on one page - before purchase, during, and after
- →Audit the boring touchpoints (invoices, support emails, renewal reminders) - they shape retention
- →Identify the 2-3 highest-friction moments and fix them first