The Customer Journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.
The Stages
Traditionally mapped as: Awareness -> Consideration -> Purchase -> Retention -> Advocacy.
The Value-First View (The Value Path)
We reframe this as the Value Path:
- Audience (Awareness)
- Researcher (Investigation)
- Hand Raiser (Evaluation)
- Buyer (Commitment)
- Value Creator (Implementation)
- Adopter (Habit)
- Advocate (Sharing)
- Champion (Leadership)
The Goal
The goal isn’t just to move people to “Purchase.” It is to support their Natural Progression through the entire lifecycle, removing friction at every step.