What is a customer journey

A customer journey is all the interactions a customer has with your organization before, during, and after the buying process. This includes anything from the first time they hear about your organization to noticing a billboard of your brand while driving to getting help from customer support after a purchase.


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While an organization can try to guide the touchpoints of prospective and current customers, ultimately, the customer decides how they interact with you. 

Related reading: What is customer journey mapping?