customer journey
Purchase experience arc
The customer journey is the complete sequence of experiences and interactions a person has with a company, from initial awareness through purchase and beyond.
Marketing and business teams map customer journeys to understand touchpoints and improve the overall experience: We identified three friction points in the customer journey.
The metaphor of journey emphasizes that buying is a process, not a single moment.
- decisionSettled course of action
- moment of truthDecisive instant of revelation
- satisfactionState of fulfilled desires
- awarenessState of perceiving reality
- retentionContinued holding or possession
advocacy · conversion rate · onboarding · loyalty · brand loyalty · consideration · personalization · curiosity · first impression · disappointment · step · milestone · user experience · frustration · delight · touchpoint · mapping · omnichannel
- Customer Engagementloyalty programs, retention, brand loyalty, loyalty cards, CRM
- digital marketingSEO, SEM, lead generation, landing pages, conversion rate
- marketing buzzwordssynergy, leverage, pivot, disrupt, scalable
- customer experiencetouchpoints, satisfaction, feedback loops, pain points, moments of truth
- MarTechanalytics, CRM, lead generation, campaign management, personalization
- retailretail sales, Amazon, marketplace, clearance, sale