What it means in plain language
The customer’s purchasing path consists of subsequent contacts and decisions leading from the recognition of a need through comparison of options to purchase and further relationship with the brand.
Where it genuinely helps
The customer purchasing journey describes needs and contacts leading to a decision, although people may return, switch channels and skip stages.
What to decide before acting
Map questions, concerns, data and support ownership at each stage from conversations and behaviour rather than an internal company chart.
How to tell whether it works
Measure time, abandonment, returns, errors and purchase quality across the journey using quantitative and observational evidence.
