Glossary A–ZLetter C
Customer journey
The customer journey is the path a person follows from first contact with an offer through to the purchase and beyond.
It covers every touchpoint, whether advertising, website, advice in the shop or the till receipt. The model helps match each activity to the right moment.
Screens occupy different stages along the way. A screen on the street attracts attention, one in the shop window invites people in, one at the shelf helps with choosing and one at the checkout points to additional offers. A QR code can continue the journey from the screen to the smartphone.
A customer journey is a simplified model, not a picture of every customer; real paths jump about and rarely follow a fixed order. For each site, operators should ask where along the path people are standing there and how much time they have. Content that suits that point tends to work better than the same message at every stage.