Customer journey
DefinitionGrowth
Customer journey
The sequence of contacts a person has with a brand from first exposure to purchase and beyond, mapped across channels and moments. Useful as a map of experience and drop-off; misleading when drawn as a tidy line, because real buyers wander, stall and re-enter at will.
Evidence from the library
Brand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrincipleThe Distinctive Experience Cycle: a shared belief drives Expression, Participation, Experience and Validation in a loopPrincipleThe touchpoint hierarchy changes by categoryPrincipleCompanies that silo brand experience across teams risk losing customers, who say they'll switch after just two bad experiencesWarningThe funnel's real problem is the assumption that you can push people through stages in orderWarning
Put it to work
Source
Marketing Definitions
standard marketing practice
More from this source
DefinitionCustomer acquisition cost (CAC)DefinitionCustomer lifetime value (LTV)DefinitionLTV:CAC ratioDefinitionROASDefinitionMER (marketing efficiency ratio)DefinitionConversion rateDefinitionClick-through rate (CTR)DefinitionCPMDefinitionHook rateDefinitionHold rateDefinitionChurn rateDefinitionCreative fatigue