Brand & strategy
Customer journey
The full sequence of interactions a person has with a brand, from first contact through purchase and beyond.
The customer journey maps every touchpoint between customer and brand across channels and time — from discovery, through consideration and purchase, to support and repeat purchase.
Why it matters
Customers don't move in a straight line. Understanding the real journey reveals friction and opportunities where the right content or message moves someone forward.
Real-world example
A journey map shows customers seek reviews before buying. So the brand creates comparison content precisely for that consideration stage.
Related terms
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Full glossarynifty — minds · Glossary