Business Foundationsintermediate
Customer Journey
Definition
The complete sequence of experiences a customer has with your brand, from first awareness through consideration, purchase, and post-purchase loyalty.
Why it matters
Understanding the customer journey reveals drop-off points, friction, and missed opportunities to delight. Optimising it increases both conversion and retention.
Example
A customer: sees an ad (awareness) → reads a blog post (consideration) → joins email list (nurture) → buys a course (purchase) → leaves a review (advocacy).
Related terms
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