Customer Journey

The customer journey encompasses all customer interactions with a brand, from awareness to post-purchase. Marketers can break developing their customer journey into three stages: Identifying the customer journey, mapping the customer journey, and analyzing the customer journey. 

This glossary page will explain all three stages for a complete understanding of what the customer journey is and how your business can use it to drive revenue and boost loyalty. 

What is a customer journey?

The customer journey refers to the complete sum of experiences and interactions that a customer goes through when engaging with a particular brand or company. It encompasses every touchpoint and interaction, from the initial awareness of the brand’s existence to the post-purchase stage and beyond. The journey is rarely linear, it’s often a dynamic and 3D experience involving various channels, devices, and stages, including online and offline interactions.

Marketers use customer journeys to map out the various steps and emotions a customer experiences as they move from being unaware of a product or service to becoming loyal advocates. These steps include awareness, consideration, decision, purchase, and post-purchase stages. With a comprehensive journey, marketers can better target their customers to hit key metrics. 

What is customer journey?

What is customer journey mapping?

Customer journey mapping is a strategic process that visually illustrates the entire path a customer takes while interacting with a brand. It outlines each touchpoint and stage of the customer’s experience, helping businesses understand and optimize the various interactions, emotions, and pain points customers encounter. 

A customer journey map is invaluable for companies to empathize with their customers, identify opportunities for improvement, and enhance overall customer satisfaction. It’s key to building customer relationships, and the more customers trust your brand, the more likely they are to become advocates. 

How to create a customer journey map

Creating a customer journey map involves several steps, its main goal is to effectively the customer’s experience. 

Here’s a simplified process:

  1. Identify personas: Define your target customer segments (personas) based on demographics, behaviors, and goals.
  2. List touchpoints: Identify all touchpoints where customers interact with your brand, such as website visits, social media, customer service, etc.
  3. Stages: Outline the stages of the customer journey (awareness, consideration, decision, purchase, post-purchase) and label them.
  4. Emotions and actions: For each stage and touchpoint, note the customer’s emotions, actions, and goals. Consider pain points, positive experiences, and questions.
  5. Create a visual: Use a timeline or infographic format to map the stages horizontally. Place touchpoints along the timeline, connecting them to the appropriate stages.
  6. Add details: Populate the map with details like customer thoughts, emotions, and actions at each touchpoint and stage.
  7. Validate: Validate the map’s accuracy and insights by consulting customer feedback, surveys, and data.
  8. Analyze: Identify pain points, drop-offs, and opportunities for improvement.
  9. Optimize: Based on the insights gained, revise strategies, processes, or touchpoints to enhance the customer experience.
  10. Iterate: Customer journeys evolve, so revisit and update your map periodically to reflect changes in customer behavior or new touchpoints.

Remember, each business and industry will have unique nuances, so tailor the process to fit your specific context for the most accurate and impactful customer journey map.

Which components are part of the customer journey?

The customer journey comprises several stages that collectively shape the experience a customer has with a brand. These include:


Customers become acquainted with your brand through various means, such as advertising, word-of-mouth, social media, or online searches. The goal is to capture their attention and make them aware that your products or services exist.


During this stage, customers delve deeper into researching your offerings. They compare features, prices, and reviews, seeking to understand how well your products or services meet their specific needs. It’s essential to provide comprehensive information and address potential questions or concerns.


At this point, customers are ready to make a purchase decision. They weigh the value, benefits, and any special offers you might have. Ensuring a smooth purchasing process, transparent pricing, and easy access to support can influence their decision in your favor.


After the purchase, customers evaluate their experience. They assess the product’s quality, the accuracy of their expectations, and the overall satisfaction of their purchase. Positive experiences can lead to customer loyalty, while negative experiences might result in returns, negative reviews, or even lost customers.


Keeping existing customers engaged and satisfied is vital for repeat business. Offering excellent customer support, personalized experiences, and ongoing value can encourage customers to return for future purchases and even become brand advocates.


Satisfied customers often become your brand advocates. They share their positive experiences with others through word-of-mouth, reviews, and social media. Their advocacy can significantly impact your brand’s reputation and attract new customers.

What is customer journey analytics?

Once you’ve built your customer journey and mapped it out, customer journey analytics is the systematic process of collecting, analyzing, and interpreting data related to the various touchpoints and stages of the customer journey. 

It involves tracking customer interactions across multiple channels—such as websites, social media, email, and SMS—to gain insights into customer behavior, preferences, and experiences.

The goal of customer journey analytics is to uncover patterns, trends, and opportunities within the customer journey that can inform decision-making and strategy development. By analyzing data from different journey stages, businesses can identify pain points, moments of engagement, conversion rates, drop-offs, and other critical metrics. This information helps organizations optimize marketing campaigns, improve customer experiences, and enhance business performance.

Ready to build out seamless customer journeys in one cross-channel marketing platform? Book a demo with Insider to find out how we can help you.