Related terms


Email marketing platform with everything you need to design, send campaigns, and perform upmost efficient tracking


Customer journey

The customer journey refers to the path a customer takes during the purchasing process, passing through various touchpoints with the brand. It also includes the evaluation of their experience to identify opportunities for improvement in the relationship with the customer.

Manage your email and SMS deliveries from a single, easy-to-use tool in English. Try it now!

How does a customer journey work?

Although it's called the customer journey, in reality, the journey begins when the customer is not yet a customer but when they are searching for a way to fulfil a need. They may first come into contact with the company, for example, through a Google ad that leads them to the corporate website.

During their visit, the journeys can be quite different depending on the profile of the person. They may browse through several pages and end up filling out a contact form for a sales representative to call them, or they may read the blog and check social profiles, or they may subscribe to the newsletter to get a discount and make their first purchase.

In any case, the customer journey doesn't end when the customer is acquired, even though that is the company's goal. The journey continues when the customer interacts with the product, for example, when they open and use it at home, when they have to wait for it to arrive by mail, or if it's a service that lasts for a month or a year.

Furthermore, the customer journey starts again if the customer becomes a repeat customer, perhaps through a different route, for instance, if they are informed about the launch of a new product in an email marketing campaign.

How to create a customer journey?

The first decision to make in creating a customer journey is to define the reference profile (buyer persona) that will be used. Defining who they are, their needs, and how we can assist them is a way to map out the journey they will take. This information is crucial for choosing specific touchpoints, for example, whether they only shop online or are likely to visit a physical store.

This information is like a timeline that marks different stages, indicating the channels (store, app, social media, email, etc.) and also the kind of experience they will have (positive, negative, neutral). The latter can be determined through surveys or more detailed tracking in a focus group.

The entire journey is reflected in a customer journey map, a document that can also highlight opportunities identified during the analysis, such as new product developments or content related to a specific stage.