Customer Journey Mapping Guide: Complete 2025 Edition

Introduction

In today's fragmented digital landscape, understanding how your customers move through every interaction with your brand isn't optional—it's essential. A customer journey mapping guide is a comprehensive framework that visualizes every touchpoint a customer experiences, from initial awareness through advocacy, helping organizations identify friction points, optimize experiences, and ultimately drive revenue growth. Whether you're a brand launching campaigns, a marketing agency managing multiple clients, or a creator building partnerships through influencer marketing platforms, understanding the complete customer journey transforms how you allocate resources and measure success.

By 2025, the average customer interacts with brands across 10+ channels before making a purchase decision. Yet most organizations still operate in silos, with marketing, sales, and customer success teams seeing only fragmented pieces of the journey. This creates missed opportunities, duplicated efforts, and frustrated customers. The good news? Customer journey mapping solves this problem by creating a shared, data-driven understanding of how real customers move through your ecosystem.

This guide walks you through modern journey mapping methodologies, explores how AI and real-time data are transforming the practice, and shows you exactly how to implement these frameworks in your organization—whether you're working with a Fortune 500 company or a scrappy startup. You'll discover how journey mapping directly improves influencer marketing ROI, enhances team alignment, and reveals opportunities competitors are missing.

1. What Is Customer Journey Mapping? Core Definitions and Context

Understanding the Fundamentals

Customer journey mapping visualizes the complete path a customer takes when interacting with your brand. Unlike simple funnel diagrams showing awareness → consideration → purchase, journey maps reveal everything: emotional states at each touchpoint, which channels customers use, where they experience friction, and which moments matter most for conversion or retention.

Think of it this way: A funnel assumes a linear path. A journey map acknowledges reality—customers circle back, explore multiple channels simultaneously, and make decisions based on experiences across dozens of different interactions. According to research from McKinsey (2024), companies that excel at journey mapping see 20-30% higher customer satisfaction scores and demonstrate 15-25% faster resolution of customer issues.

The key components of any journey map include personas (who we're mapping for), stages (awareness, consideration, decision, retention, advocacy), touchpoints (every place customers interact with your brand), channels (digital, social, email, in-person), pain points (where experiences break down), and moments of truth (interactions that disproportionately impact loyalty).

How 2025's Journey Mapping Differs from Traditional Approaches

Five years ago, journey mapping meant creating static documents updated annually. In 2025, forward-thinking organizations build dynamic journey maps that evolve based on real-time data. AI-powered sentiment analysis reveals emotional context. Predictive analytics anticipate customer needs before they're expressed. Omnichannel complexity demands mapping across fragmented touchpoints while maintaining consistent experience.

Additionally, modern journey mapping recognizes micro-moments—those critical 3-5 second windows when customers decide to engage or abandon. Understanding these moments, rather than just broad journey stages, determines whether your customer converts or bounces to a competitor.

Journey Mapping vs. Customer Experience Design

These terms often get confused. Journey mapping is the diagnostic tool—it reveals what's happening. Customer experience design is the prescriptive work—it implements improvements based on journey insights. You map first, then design based on what the map reveals. This distinction matters because many teams skip mapping and jump to designing solutions for problems they haven't fully understood.

2. Why Customer Journey Mapping Matters for Your Business

The Business Impact: Quantifiable Results

The case for journey mapping is increasingly quantifiable. According to Forrester's 2025 Customer Experience Index, organizations with documented, optimized customer journeys achieve:

• 30% higher customer retention rates compared to competitors without formal journey mapping
• 25% increase in customer lifetime value through targeted optimization at high-impact touchpoints
• 40% reduction in customer support costs by eliminating unnecessary friction and enabling self-service at appropriate moments
• 35% improvement in cross-sell and upsell effectiveness through better understanding of customer readiness and receptivity

For brands working with influencers, journey mapping reveals exactly where creator partnerships deliver the most value. Rather than scattering influencer collaborations randomly, mapping shows which stages benefit most from social proof, which audiences respond to specific creator types, and how to measure actual influence on conversion rates.

Alignment and Organizational Benefits

Beyond financial metrics, journey mapping creates remarkable internal alignment. When marketing, sales, customer success, and product teams review the same journey map, disagreements about strategy become evidence-based conversations rather than territorial disputes.

A manufacturing company we observed used journey mapping to discover that sales and customer success teams had completely different understandings of when customers typically become ready to expand purchases. Mapping revealed the truth: customer success had it right. This single insight eliminated months of misaligned efforts and improved expansion revenue by 18% within one quarter.

Revenue and Retention Connection

Every journey map reveals the same pattern: friction kills revenue. Where customers experience delays, confusion, or unnecessary steps, conversion rates drop and churn accelerates. According to Gartner's 2025 research, customers who experience high-friction interactions are 3x more likely to switch to competitors.

Journey mapping quantifies this friction precisely. You don't guess where problems exist—you see them in the data.

3. How to Build Your Customer Journey Map: A Practical 5-Step Framework

Step 1: Define Your Scope and Success Metrics

Before mapping, decide what you're actually mapping. A single journey for your entire customer base is too broad. Instead, choose a specific journey segment: perhaps "B2B SaaS customers moving from trial to paid subscription" or "e-commerce buyers completing their first purchase."

Define success metrics upfront. What does an optimized journey look like in quantifiable terms? Shorter time-to-decision? Higher satisfaction scores? Reduced support tickets? These metrics drive which data you collect and which insights matter most.

Step 2: Conduct Deep Customer Research

The best journey maps are built on solid research, not assumptions. Conduct interviews with 15-25 real customers who've recently completed your target journey. Ask open-ended questions about their experience, challenges, decision-making process, and emotional highs and lows.

Supplement interviews with quantitative data: website analytics showing where visitors drop off, customer support tickets revealing common frustrations, survey data measuring satisfaction at each stage. Voice of Customer (VoC) programs—systematically collecting customer feedback across touchpoints—provide invaluable context that raw analytics miss.

A B2B software company discovered through interviews that their "complicated" sales process wasn't actually the problem. Instead, customers felt abandoned during the onboarding phase. This insight would never emerge from conversion funnel data alone.

Step 3: Build Detailed Personas and Empathy Maps

Journey mapping requires specific personas grounded in research. Avoid generic personas like "Marketing Manager Mike"—instead, build personas based on actual research showing motivations, pain points, goals, and barriers.

Create empathy maps alongside each persona. An empathy map captures: What does this persona think and feel? What do they hear (from colleagues, media, influencers)? What do they see in their environment? What pain points do they experience? What gains matter most to them?

For influencer marketing applications, understanding persona attitudes toward creator recommendations and social proof proves crucial. Some personas heavily weight influencer endorsements; others dismiss them. Your journey map should reveal these differences.

Step 4: Map Touchpoints, Channels, and Emotional Journey

Plot every interaction your target customer has with your brand across the journey. For a B2B software company, this might include:

• Awareness: Blog articles, webinars, LinkedIn posts, influencer mentions, industry publications
• Consideration: Case studies, product demos, competitive comparison pages, customer testimonials
• Decision: Pricing page, contract templates, sales calls, customer reviews
• Retention: Onboarding email sequences, product tutorials, support resources, customer community
• Advocacy: Review sites, referral programs, customer testimonials, thought leadership opportunities

For each touchpoint, identify the channel (email, web, social, in-person, etc.) and capture the emotional experience. This is crucial and often overlooked. A customer might move through your conversion funnel successfully but feel frustrated, confused, or undervalued in the process. These emotional moments determine whether they advocate, churn, or simply maintain passive loyalty.

Step 5: Identify Pain Points and Opportunities

With touchpoints mapped, analyze where customers experience friction. Pain points appear as:

• Abandonment points where significant percentages of customers drop off
• Effort required that exceeds reasonable expectations
• Emotion shifts from positive to negative (indicated through interviews and sentiment analysis)
• Channel gaps where transitions between channels create confusion
• Information gaps where customers need clarity but none exists

Rather than randomly prioritize all pain points, focus on those affecting your success metrics. If your metric is "reduce time-to-purchase decision," prioritize friction in the consideration and decision stages. If it's "increase customer lifetime value," focus on retention and advocacy stages.

4. Advanced Analytics: Bringing Data to Your Journey Map

Integrating Real-Time Behavioral Data

Static journey maps become outdated quickly. The best organizations integrate continuous data streams that update their understanding of customer behavior. This means connecting your journey map to:

• Web and app analytics showing where users spend time, which pages they visit, where they abandon
• CRM systems tracking customer interactions with sales teams and support
• Email and marketing automation data revealing engagement patterns
• Customer data platforms (CDPs) unifying information from fragmented sources
• Social listening tools tracking brand mentions and sentiment

A financial services company integrated real-time sentiment analysis into their journey map. They discovered that customers who experienced negative support interactions—even when issues were resolved—had 40% higher churn rates six months later. This single insight reshaped their entire customer success strategy.

Predictive Analytics and Forward-Looking Journeys

By 2025, predictive journey mapping using AI transforms how organizations anticipate customer needs. Rather than only understanding what customers did, you understand what they're likely to do next.

Machine learning models can identify patterns indicating a customer is considering switching to a competitor, preparing to expand purchases, or becoming vulnerable to churn. These predictions enable proactive intervention—reaching out before customers become frustrated, timing offers when customers are most receptive, personalizing experiences based on anticipated needs.

Measuring Journey Health Continuously

Rather than updating journey maps quarterly or annually, implement continuous measurement frameworks. Key metrics include:

• Journey completion rates: What percentage of customers successfully navigate each stage?
• Stage duration: How long do customers typically spend in each journey stage? Are there unexpected bottlenecks?
• Touchpoint effectiveness: Which interactions most strongly correlate with progression to the next stage?
• Emotional satisfaction: Are customers' emotional experiences improving or declining over time?
• Channel performance: Which channels deliver highest-quality customer interactions?

These metrics evolve constantly. Your job is to track them, identify trends, and adjust your journey based on evidence—not assumptions.

5. Modern Tools and Platforms for Journey Mapping

Leading Journey Mapping Solutions for 2025

The right tool depends on your organization's complexity and resources. A small business might start with free templates and Miro. An enterprise with omnichannel complexity needs dedicated platforms with AI capabilities and real-time orchestration.

Building Your Technology Stack

Journey mapping tools rarely work in isolation. You'll need:

• Data collection: Analytics, CRM, customer data platform
• Visualization: Journey mapping tool, design software
• Collaboration: Team workspace (Miro, Figma, Confluence)
• Analysis: Business intelligence tools, statistical software
• Orchestration: Marketing automation, CDP, customer engagement platform
• Measurement: Analytics dashboards, attribution modeling

The key is integration. Data collected in your CRM should automatically update your journey map visualizations. Insights from journey analysis should inform your marketing automation rules. This interconnected approach transforms journey mapping from a one-time exercise into a continuous business process.

6. Real-World Application: Journey Mapping Across Industries

B2B SaaS: The Complex, Multi-Stakeholder Journey

In B2B SaaS, journey maps reveal something that standard conversion funnels completely miss: multiple concurrent decision-makers. A software purchase often involves the initial user (champion), their manager, IT security, finance, and legal.

Effective journey maps show these parallel paths. Content that influences the champion (technical documentation, feature comparisons) differs completely from content that addresses finance concerns (ROI calculators, case studies showing cost savings). By understanding these branching journeys, you allocate marketing resources far more effectively.

A project management software company discovered through journey mapping that their best customers didn't follow the "expected" conversion path. Instead of watching webinars, reading case studies, and scheduling demos sequentially, they checked a few comparison articles, took a product tour, and immediately requested pricing. This insight led to streamlined conversion processes that increased demo requests by 32%.

E-Commerce: Speed, Convenience, and Friction Elimination

E-commerce journey maps reveal a fundamental truth: every source of friction directly impacts revenue. The difference between a 3-step checkout and a 5-step checkout means real dollars in lost sales.

For e-commerce brands working with influencers through platforms like [INTERNAL LINK: creator collaboration software], journey mapping clarifies exactly where influencer content matters most. Does it drive awareness? Consideration? Do followers of specific creators have different purchase behavior than others?

A direct-to-consumer skincare brand mapped their customer journey and discovered that customers who engaged with influencer-recommended products had 45% higher average order value but also 22% higher return rates. This insight transformed how they selected influencer partners—focusing on creators whose audiences matched their target customer profile most precisely.

Service-Based Businesses: Relationship and Trust Building

For consulting firms, agencies, and professional services, journey maps center on relationship development and trust-building. A consulting firm's journey map might look like:

• Awareness: Industry content, conference attendance, network referrals, thought leadership articles
• Consideration: Detailed consultation, credential review, past client case studies, proposal customization
• Decision: Contract negotiation, team introduction, project scope finalization
• Execution: Regular communication, progress updates, stakeholder engagement
• Expansion: Performance review, expanded scope discussion, advocate development

Social proof through [INTERNAL LINK: influencer partnerships and testimonials] significantly influences service-based purchases. A management consulting firm found that adding customer testimonial videos throughout their journey increased proposal acceptance rates by 27%.

7. Building Cross-Functional Alignment Through Journey Mapping

Getting Your Entire Team on the Same Page

The most powerful benefit of journey mapping often isn't the visual artifact—it's the alignment conversations that happen during creation. When marketing, sales, customer success, and product leaders jointly map the customer journey, disagreements surface.

"When do customers become ready to buy?" Sales says one thing. Marketing says another. Data might show a third answer. Journey mapping workshops force these conversations and ground them in evidence.

A B2B software company's sales team believed customers needed at least three demos before committing. Customer success data showed most customers made decisions after one demo; they just needed the right demo. This insight could only emerge from collaborative journey mapping. The company restructured their sales process to deliver highly customized first demos rather than generic initial conversations. Conversion rates improved by 41%.

Documentation and Communication

A journey map only creates value if it drives decision-making. This means documenting insights clearly and communicating them widely.

Share journey maps using multiple formats: - Visual diagrams for quick understanding and presentations - Detailed documentation explaining research methodology and findings - Metrics dashboards showing continuous progress on journey health - Story-based explanations that make findings memorable and actionable

Update stakeholders quarterly on journey health metrics and insights. Rather than "our journey map shows…," frame updates as "here's what changed about customer behavior" and "here's what we should adjust."

8. Common Mistakes That Undermine Journey Mapping Efforts

Mistake #1: Mapping Based on Assumptions Instead of Research

The most common failure: creating journey maps based on what you think customers do rather than what research reveals they actually do. An organization might assume their journey spans 30 days when real data shows 90 days. They might think a particular touchpoint converts customers when it actually confuses them.

Avoid this by grounding every journey map element in research: customer interviews, behavioral data, analytics, survey results, and support ticket analysis.

Mistake #2: Mapping the Ideal Journey Instead of the Real Journey

Your ideal journey—the perfect path a customer should take—differs from the actual journey customers take. Real customers take detours, backtrack, start over, and find workarounds.

Map reality, not aspirations. If customers often abandon your pricing page and email support asking about pricing, your map should show that behavior. Then you optimize based on understanding why it happens.

Mistake #3: Creating One Generic Journey Instead of Multiple Segments

Mapping a single journey for all customers is like creating one-size-fits-all clothing. Yes, everyone wears it, but most people are uncomfortable.

Different customer segments have genuinely different journeys. A customer acquiring software for their first project journey differs from a customer integrating software with existing systems. Segment your audience and map journeys for each segment.

Mistake #4: Ignoring Emotional Context

Data showing "customers clicked 'Buy'" means nothing without understanding how they felt clicking that button. Were they excited or resigned? Confident or uncertain?

Integrate emotional intelligence into your maps by incorporating sentiment analysis, emotional language from interviews, and customer satisfaction metrics at each stage.

Mistake #5: Treating Journey Mapping as a One-Time Project

Organizations often hire consultants to "do" journey mapping, get a nice visual document, then file it away. In 2025, journey mapping is continuous work.

Customer behavior changes. Markets shift. New technologies emerge. Your journey maps must evolve accordingly. Establish quarterly review cycles to update journey maps based on new data.

9. Integrating Influencer Marketing Into Customer Journeys

Where Creator Partnerships Fit Your Journey

For organizations using influencer marketing campaign management, understanding where creator content appears in customer journeys determines ROI. Influencer partnerships work differently depending on journey stage:

Awareness Stage: Creator content excels at reaching new audiences through authentic, entertaining recommendations. A beauty brand's partnership with a micro-influencer generates discovery among followers unfamiliar with the brand.

Consideration Stage: Customer testimonials and detailed creator reviews help prospective customers evaluate whether your product solves their specific problem. Real usage shown by creators addressing specific pain points moves consideration forward.

Decision Stage: Social proof concentrated here drives conversions. Product testimonials, creator comparisons, and authentic reviews tip uncertain buyers toward purchase.

Retention Stage: Creator-generated content showing product usage inspiration helps customers feel excited about their purchases and justified in their decision.

Measuring Influence on Journey Progression

Rather than measuring influencer marketing separately from overall customer journey, integrate these metrics:

• What percentage of customers exposed to influencer content progress to the next journey stage?
• Do customers influenced by different creator types have different lifetime values?
• How do customers originating from influencer touchpoints compare in retention and expansion revenue?
• Which journey stages show greatest influence lift from creator partnerships?

These measurements transform influencer marketing from "brand awareness tactic" to "revenue growth mechanism" grounded in journey data.

10. Frequently Asked Questions About Customer Journey Mapping

What's the difference between a customer journey map and a user flow diagram?

User flow diagrams show paths customers can take—the technical steps to complete a task. Journey maps show the complete experience—emotional states, pain points, opportunities, and all touchpoints including support, reviews, and word-of-mouth. A user flow might show "click Home → Click Products → Click Filter → Click Buy." A journey map reveals "confused by filter options → needed support → finally found what they wanted → shared positive experience with friend." They're complementary but serve different purposes.

How frequently should we update our customer journey maps?

Quarterly is ideal for most organizations. At minimum, update annually. Real-time monitoring of journey health metrics (completion rates, satisfaction scores, drop-off points) should happen continuously. When you notice significant changes in customer behavior—perhaps triggered by competitive action, market shifts, or internal process changes—update your map immediately.

Who should be involved in creating journey maps?

The best journey maps result from cross-functional collaboration: marketing (understands promotion touchpoints), sales (knows decision-making process), customer success (understands post-purchase experience), product (shapes core user experience), and support (hears customer pain points firsthand). Include frontline employees—they often have insights leaders miss. If possible, involve actual customers in review stages to validate findings.

How many personas should we map journeys for?

Start with 3-5 core personas representing your primary customer segments. Avoid the trap of creating journey maps for 15 personas—you'll lack resources to meaningfully optimize each. Instead, map deeply for your highest-value segments. As resources grow, expand to additional segments.

Can we use journey mapping for B2B2C businesses?

Absolutely, though complexity increases. You're essentially mapping two concurrent journeys: the journey of the company customer and the journey of the end user they serve. These often diverge significantly. Map both separately, then identify where they intersect. These intersection points often present important opportunities.

What metrics indicate a journey map is actually working?

Successful journey mapping predicts behavior—showing which changes will meaningfully impact business outcomes—and drives alignment around those changes. Specific metrics include: higher customer satisfaction scores, reduced time-to-purchase, improved retention rates, better cross-sell success, and increased customer lifetime value. You should see measurable improvements on your success metrics within 90 days of implementing insights.

How does journey mapping connect to personalization?

Journey mapping reveals which personalization opportunities matter most. Rather than randomly personalizing every touchpoint, your map identifies high-impact moments where customization drives conversion or satisfaction. It also reveals which customer segments need different personalization approaches.

Is journey mapping worth the investment for small businesses?

Yes, though the approach scales to resources. A small business might create a simple journey map using free tools and internal interviews rather than hiring consultants and purchasing expensive platforms. The insight gained—understanding where customers struggle and where high-value opportunities exist—remains valuable regardless of sophistication level.

What role does AI play in modern journey mapping?

AI transforms journey mapping in several ways: predictive analytics identify which customers are likely to churn or expand; natural language processing extracts insights from customer feedback at scale; sentiment analysis reveals emotional context; real-time personalization adapts journeys based on individual behavior; and anomaly detection flags unusual patterns worth investigating. These capabilities elevate journey mapping from retrospective analysis to predictive optimization.

How do we handle journeys that are non-linear or circular?

Real customer journeys rarely progress neatly through awareness → consideration → decision → retention. Customers circle back, start over, explore alternatives even after purchasing. Map this reality by showing loops and branches rather than forcing a linear narrative. Most modern journey mapping tools accommodate non-linear journeys easily.

Should we create different journey maps for different channels?

Channel-specific journey maps can be helpful for deep dives (e.g., "our customer journey via Instagram direct messages"), but eventually synthesize these into an omnichannel view. Customers don't experience your brand as "Instagram journey" and "email journey" separately—they experience your brand holistically. Your omnichannel journey map should show which channels matter most at each stage and how transitions between channels affect experience.

How do we prioritize between different journey improvements?

Prioritize based on your success metrics. If your goal is increasing conversion, focus on friction in the consideration and decision stages. If it's improving retention, focus on the post-purchase journey. Within each stage, prioritize improvements affecting the highest percentage of customers or those with the greatest impact on business metrics. A friction point affecting 80% of customers matters more than one affecting 5%, even if both are frustrating.

What's the relationship between journey mapping and revenue optimization?

Direct. Every part of your journey map connects to revenue: awareness stage determines who knows about you, consideration stage influences purchase likelihood, decision stage determines conversion rates, retention stage affects repeat purchase and expansion, and advocacy stage drives referrals and word-of-mouth. Journey mapping quantifies the financial impact of each stage and reveals where optimization will yield greatest revenue benefit.

11. Getting Started: Your First 90 Days of Journey Mapping

Month 1: Foundation and Research

Week 1-2: Define scope. Choose one specific journey segment to map. Identify success metrics you'll optimize for. Assemble your cross-functional team.

Week 3-4: Conduct customer research. Complete 15-25 customer interviews focusing on your target journey. Analyze existing analytics data showing how customers currently behave. Distribute surveys to capture broader patterns.

Deliverable: Research report summarizing customer interviews, highlighting key patterns, pain points, and opportunities.

Month 2: Mapping and Visualization

Week 5-6: Create personas and empathy maps based on research. Define the stages, touchpoints, and channels that comprise your customer journey.

Week 7-8: Build your journey map visualization. Choose your format (digital tool, physical workshop, presentation format). Share drafts with your cross-functional team for feedback and refinement.

Deliverable: Documented customer journey map with detailed touchpoint analysis, pain point identification, and opportunity highlighting.

Month 3: Implementation and Optimization

Week 9-10: Identify your top 3-5 highest-priority optimization opportunities based on impact and feasibility. Develop implementation plans for each.

Week 11-12: Begin implementing improvements. Establish metrics to track progress. Schedule monthly review cadence to monitor journey health and adapt based on results.

Deliverable: Implementation roadmap, baseline metrics established, team committed to quarterly journey map reviews.

12. Bringing Journey Mapping to Life at Your Organization

Successful journey mapping transforms how teams think about customers. Rather than debating strategy in meetings, teams reference the journey map: "According to our data, customers abandon here because they can't find information about X. Let's test adding that information and measure whether completion rates improve."

This evidence-based approach eliminates gut-feel decision-making and replaces it with customer-informed optimization. Over time, organizations that master journey mapping develop genuine competitive advantages: better customer experiences, higher revenue per customer, improved retention, and more engaged, enthusiastic customer advocates.

The best time to start journey mapping was yesterday. The second best time is right now. With tools like [INTERNAL LINK: customer journey mapping software] and free alternatives available, every organization can understand their customers deeply. Get started with your first journey map today—you'll be amazed by the insights you uncover.

Conclusion

Customer journey mapping transforms how organizations understand, serve, and grow their customer relationships. By visualizing the complete path customers take from first awareness through advocacy, you uncover friction points, identify high-impact opportunities, and align teams around shared customer-centric goals.

The core benefits are clear:

• 30% higher customer retention through optimized experiences
• 25% increase in lifetime value via targeted interventions
• Cross-functional alignment replacing siloed perspectives with unified strategy
• Data-driven decision-making replacing assumptions with evidence
• Competitive advantage through deeper customer understanding

In 2025, organizations that execute journey mapping well don't just survive—they thrive. They understand their customers so thoroughly that they anticipate needs before competitors recognize them. They optimize continuously rather than guessing. They measure impact rigorously rather than hoping initiatives work.

Whether you're a B2B SaaS company mapping complex multi-stakeholder purchases, an e-commerce brand eliminating checkout friction, a service provider building trust, or a brand using influencer marketing platform to enhance your journey, the principles remain constant: research thoroughly, map reality not ideals, measure rigorously, and optimize continuously.

Ready to get started? Sign up for InfluenceFlow today—completely free, no credit card required—and begin identifying where influencer partnerships fit your customer journeys. Our free campaign management tools and creator discovery features integrate seamlessly with your journey mapping efforts, helping you measure the actual impact of creator collaborations on customer progression and revenue growth.

Your customers are on a journey right now. The question is: Do you fully understand it?