Understanding the Customer's Journey
Abstract
In Chapter 2, we talked briefly about “who is the customer.” We concluded it is critical to develop a customer journey. In this chapter, I will delve more deeply into customer journeys, including why you need one, descriptions of customer journey phases, including some scenarios for different company types and strategies, and common challenges to avoid. Pragmatic details about how to create and apply a customer journey are included in Chapter 6.
Fields of Study & Subjects
Customer Service Quality and Loyalty
Marketing and Advertising Strategies
Consumer Retail Behavior Studies
Publication details
- Journal / source
- Productivity Press eBooks
- Pages
- 38–50
- Publication date
- 12 February 2026
- Language
- EN
- Document type
- Book chapter