A customer journey is essentially an entire process of interactions, touches, and experiences that a consumer goes through while coming into contact with the firm, product, or service. In this regard, it includes both direct contact like talking to a salesperson or using a mobile application and indirect exposure, like seeing a social media update from another consumer regarding the firm or seeing the firm’s name at a seminar. Proper analysis of the journey provides the firm with a clear direction to improve the customer experience journey.
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