What is a customer journey?

The customer journey refers to the totality of all the phases through which a company’s customers pass. It ranges from the initial awareness of a need or desire, through the search for information , to the purchase decision and use of the product.

It can also include post-purchase interactions, such as customer service, repurchase, or referral.

Importance of the Customer Journey

The customer journey is an important concept because it helps to better understand customer behavior and decision-making processes. By understanding the customer journey, companies can better align their marketing strategies and communications efforts with the needs and expectations of their customers. This can help to increase the customer experience and thus customer loyalty and ultimately increase sales.

Phases of the Customer Journey

The customer journey typically consists of several phases, also known as touchpoints. These can vary by industry and product, but typically include the following steps:

  1. Awareness: The customer becomes aware of a need or problem and starts looking for solutions.
  2. Consideration: The customer collects information and compares different products or services.
  3. Decision: The customer makes a purchase decision.
  4. Purchase: The customer buys the product or service.
  5. Use: The customer uses the product or service.
  6. Post-purchase: The customer interacts with the company after the purchase, e.g. through customer service, repurchase or recommendation.


In summary, the customer journey represents the path a customer takes from first becoming aware of a need to making a purchase decision and beyond. It is an important tool for companies to understand customer behavior and effectively design their growth marketing or content marketing strategies.