Glossary

What is a customer journey?

The term “customer journey” describes the sequence of stages that consumers go through before deciding to purchase a product or use a service.

This concept emerged in the modern marketing landscape because consumers today interact with a brand, product, or service through a multitude of touchpoints—both directly (e.g., ads, commercials, websites, social media channels) and indirectly (e.g., review sites, blogs, or user forums where information from various sources is shared). It is crucial for companies to thoroughly understand their customers’ customer journeys and to adapt their marketing and sales activities accordingly to ensure a positive customer experience at every touchpoint.