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Customer journey

The customer journey refers to the complete path a potential buyer takes from their initial awareness of a company or product to becoming a loyal customer. Customer journeys typically involve multiple touchpoints across marketing, sales, and post-purchase engagement, including research, evaluation, and decision-making stages. Understanding the customer journey allows businesses to strategically design interactions that meet customer needs at every step, ensuring a seamless experience that improves conversion rates and fosters long-term relationships. Effective mapping of the customer journey enables companies to deliver targeted, personalized experiences that align with buyer expectations.

Related terms

Buyer journey

Channel preference

Drivers of choice

Messaging

Routes-to-market

Voice of the customer (VoC)

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