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A customer journey identifies all customer interactions with your business from the customer’s point of view.

The digital customer journey combines all of the digital touchpoints a customer has with a brand and aggregates data collected such as: basic online consumer data, information about transactions, browsing history on all devices, and online customer service interactions.

Many businesses have used customer journey analytics to focus on the performance of specific touchpoints in an effort to improve customer experience. However, customer journey research by McKinsey and Co. has shown that focusing on the larger journey – interactions over time and multiple touchpoints – has a greater impact on business performance. Holistic journey performance improvement has a 30%-40% greater impact on customer satisfaction and a 20%-30% greater impact on value and business outcomes than touchpoint performance.