What is the customer journey?

The customer journey is the second part of the customer experience, after the buyer journey. The customer journey starts as soon as a user has made a purchase and has therefore become a customer. The customer journey can be divided into two phases, namely:

1.     Retention

This is the phase that starts immediately after the purchase has taken place. In this phase, the customer still has your company top-of-mind, so it is important to proactively approach the customer with support and service, for example.

2.     Loyalty

If there is sufficient response to the expressions in the Retention phase, the customer has the potential to progress to the final phase: Loyalty. In this phase, customers are trained to become promoters. The user at this point will be open to providing positive feedback, sharing content, and promoting your business.