The customer journey describes the entire process that a customer goes through before deciding to purchase a product or service. It includes all touchpoints between the customer and the brand, from the first perception to the final purchase decision and beyond.

A customer journey can be divided into different phases, such as

1. Awareness: The customer becomes aware of a problem or need and begins to look for solutions.
2. Consideration: The customer finds out about various products or services that could solve their problem or fulfil their need.
3. Decision: The customer compares the various options and makes a purchase decision.
4. Purchase: The customer acquires the product or service.
5. After the purchase: The customer uses the product or service and develops an opinion about it that can influence future purchasing decisions.

By analysing and understanding the customer journey of their target group, companies can make targeted optimisations to increase customer satisfaction and loyalty and ultimately increase sales. This can be achieved through improvements in marketing, sales, customer service or product development.