The customer journey has come a long way from the days of simply walking into a store and buying a product. These days the journey is complex, involving customer research, word-of-mouth recommendations and interacting with the business over social media. And that was before the pandemic moved the majority of the customer journey online.
These days, customers approach businesses from a number of different touchpoints. Your average customer has interacted with your brand through its mobile app, desktop site, social media account, brick and mortar store and in countless other ways.