The customer journey, also known as the buyer’s journey, is the process that a customer goes through when interacting with a company or brand, from the initial awareness of a product or service to the final purchase and post-purchase experiences. It typically consists of several stages, including awareness, consideration, purchase, and post-purchase evaluation. Understanding and mapping the customer journey is essential for businesses to optimise their marketing, sales, and customer service strategies, as it helps to identify touch points and opportunities for engagement at each stage of the process, ultimately improving the overall customer experience.