Customer Journey

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

Google’s Avinash Kaushik offers an alternative framework:

See > Think > Do > Care