As the name suggests, the Customer Journey is the journey a customer goes on throughout their buying process. Understanding the Customer Journey helps marketers and salespeople optimise their strategy.
This is often seen as a funnel, with the customer starting at the ‘Awareness’ stage at the top before moving to the ‘Engagement’ phase in the middle and then into the ‘Purchase’ phase at the bottom.
Knowing where your audience is in their Customer Journey dictates how you speak to them, i.e. your social media posts are aimed at raising awareness at the start of the journey while a CTA is aimed at people ready to purchase.
