What is the “Customer Journey” — and Why Does It Matter?

If you’ve ever made a purchase—from choosing a new coffee shop to signing up for a monthly subscription—you’ve taken a journey as a customer. But here’s the catch: most businesses don’t realize how many steps that journey includes—or how many people they’re losing along the way.

That’s where understanding the Customer Journey becomes a game-changer.

So What Is the Customer Journey?

The customer journey is the complete experience a person has with your brand—from the moment they first hear about you to the day they become a loyal customer (and beyond). It’s often broken down into five basic stages:

1. Awareness – They learn you exist.

2. Consideration – They check out what you offer and weigh their options.

3. Decision – They buy, donate, sign up, or otherwise commit.

4. Retention – You keep them coming back.

5. Advocacy – They start spreading the word for you.

Each of these stages has touchpoints—places where the customer interacts with your business. That might be your website, a Facebook ad, an email, a review on Google, or even a conversation with a friend.

Why It Matters (More Than You Think)

If you don’t understand your customer’s journey, you’re flying blind. Here’s why mapping it out matters:

• You’ll stop wasting money. Knowing where people fall off the path helps you fix leaks—whether that’s a confusing website, poor follow-up, or a weak call to action.

• You’ll create better experiences. Understanding what your customer needs at each step lets you meet them where they are—with the right message at the right time.

• You’ll grow faster. Satisfied customers don’t just buy—they return, refer, and help your business thrive.

Real Talk: It’s Not a Straight Line

Customers don’t move through these steps like clockwork. They bounce around, get distracted, read reviews, abandon carts, come back a week later, and finally decide to trust you. The journey is messy—and that’s okay. Your job is to make sure you’re there for every step of it.

How to Get Started

You don’t need fancy software to start mapping your customer journey. Try this:

• Write down the first way most people hear about you.

• List every step that leads to a sale, sign-up, or donation.

• Note where people tend to drop off.

• Look for easy wins: Could your website be clearer? Are your emails engaging? Is your social media helping or confusing?

Need Help Seeing the Full Picture?

At Grace Williams Creative, we specialize in helping small businesses and nonprofits understand and optimize the customer journey—from the first impression to loyal fans. If you want to start turning more visitors into customers (or donors), let’s talk.

Contact Us