All of the potential moments (or touchpoints) at which a prospect is exposed to or engages with a brand. All of these interactions are designed to eventually persuade, influence, and convert that prospect to become a customer, client, or subscriber.
Though customer journeys can vary greatly by business type and industry, typically it is made up of four main “stages”:
- Awareness > Consideration > Decision > Retention
- See > Think > Do > Care
Also known as: Buying Process, Consumer Decision Journey, the Customer Journey to Online Purchase, Marketing Funnel, Path to Purchase, Purchase Funnel