What is a customer journey?
A customer journey is the complete path a customer takes with a company, from first becoming aware of it through evaluating, buying, onboarding, using the product, getting support and becoming a loyal advocate. Customer journey mapping visualizes these stages and touchpoints to find friction.
Stages
| Stage | Example touchpoint |
|---|---|
| Awareness | Search, ads |
| Consideration | Website, reviews |
| Purchase | Checkout, contract |
| Onboarding | Setup guides |
| Use and support | Help center, chat |
| Loyalty | Renewals, referrals |
Mapping a journey
Pick a persona, list stages and touchpoints, record customer goals and emotions, and mark pain points.
Using it
Prioritize fixes where friction is highest, often onboarding and support.
