A customer journey encapsulates the entirety of interactions that a customer has with the company, spanning the period before, during, and after the buying process. This encompasses a wide spectrum of experiences, ranging from the initial moment, perhaps through word-of-mouth or advertising, to more subtle encounters like spotting the brand on a billboard while driving, and even extends to post-purchase interactions, such as seeking assistance from customer support. While an organization can certainly endeavor to influence and steer the various touchpoints experienced by both potential and existing customers, it’s crucial to recognize that the ultimate agency lies with the customer. It is the customer who determines how they wish to engage with the company, making their journey a deeply personal and autonomous experience.
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