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The customer journey is the complete purchasing process that a customer must follow to make a purchase, from generating ideas to paying. The goal is to interact with customers at each stage and through all possible channels and mediums in order to better understand their desires and requirements, while identifying their recurring behaviors in order to generate better customer experiences. The principle of the customer journey / customer journey was initially created as an “outside-in” business management technique, with the aim of improving the customer experience and building a lasting relationship with it. A well-designed customer journey is reflected in how companies use a wide range of channels to communicate with their customers, using cross-channel interactions between digital tools and touchpoints at each stage of the process. customer life cycle.