# What is Customer Journey?

What is Customer Journey? Mapping every touchpoint with a brand — from the first ad seen to post-purchase support.

## How it works in practice

The customer journey reveals where you're winning and losing customers. 'Customers abandon after receiving the item because the sizing guide is inaccurate.' The fix: improve the sizing guide, not the ads.

## Related metrics

- Touchpoint — the individual points of contact
- Funnel — an extended version
- CX — the customer journey is the basis for improving CX
- Persona — a different persona means a different journey

## Common misconception

'Customer journey is the same as a funnel.' A funnel is linear; a journey is circular. Post-purchase is also part of it — sometimes the most important part for loyalty.

## How to fix it

Journey mapping not working? (1) Map it using real data, (2) identify the biggest drop-off point, (3) ask 5 customers who stopped — what made them stop? (4) fix one point before moving to the next.

## Real-world example

A swimwear store's journey map revealed 40% dropped off post-purchase. The reason: they didn't know how to care for the garment. A care guide included in the package plus a follow-up email raised repeat purchase by 28%.

## Where to start

Map the customer journey once a year. Three steps: (1) interviews with 10 customers, (2) mapping in Miro, (3) prioritize by impact × effort.

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Category: UX · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/customer-journey