If you want to improve your business's customer experience, it is essential to understand the journey your customers go through when they engage with your brand, product, and service. They can browse on the phones, buy a subscription plan, or visit your local store. There are so many journeys your customers can go through to the purchase decision, and they are rarely a straight line.

Today's consumers interact with companies in ways that are hard to identify. From gaining brand awareness through social media to getting a reference from a friend after his/her successful deals. There are usually many steps, but if you can understand them thoroughly, you will be able to take action on pain points in the journey and keep the customers satisfied.