Customer Journey Management

Customer journey management is a strategic approach to understanding and improving the way customers interact with a business across various touchpoints. It involves mapping out the customer's journey, from the first point of contact to the final interaction, and identifying opportunities to enhance the customer experience.

Key Concepts

Here are some key concepts related to customer journey management:

  • Customer Journey: This is the complete sum of experiences that customers go through when interacting with your company and brand. It considers every touchpoint across all channels over time.

  • Touchpoints: These are the points of interaction between the customer and the business. They can include visiting a website, speaking to customer service, receiving an email, or using a product.

  • Customer Journey Map: This is a visual representation of the customer's journey. It helps businesses understand the path customers take from initial contact through the process of engagement, purchase, and beyond.

  • User Flows: These are the paths taken by a typical user on a website or app to complete a task. They help businesses understand how customers interact with their digital platforms.


For instance, a company like Statsig provides tools to visualize customer journeys through an application. Users can create custom charts that enable them to understand how customers interact with their application, from the initial login to the final transaction or action.

Statsig's User Flows feature allows users to visualize customer journeys through their application. To create a User Flow, users log into the Statsig console, select Metrics, click on the Charts tab, and then click on the Create button. They can then enter the chart name and start event of the User Flow they want to visualize, select additional events to include, and define the scope of their analysis.


Understanding and managing the customer journey is crucial for businesses as it helps them make faster and better decisions based on accurate and fresh information. It also allows them to leverage rapidly evolving and automated data intelligence inside their customer-facing applications.

A modernized customer data stack addresses these needs by ensuring that data is portable and consistent. This allows businesses to evolve from a "walk" approach to a "jog" and then to a "run" approach to customer data infrastructure, considering different needs for each business and use case.

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