Marketing automation

What is a customer journey?

A customer journey is usually described in stages: awareness, consideration, purchase, onboarding, loyalty. At each stage the customer moves between touchpoints: a social ad, a website visit, an email, an app notification, a store visit. Mapping the journey shows where customers hesitate, drop off or need help, and which message should reach them at that moment. This guide explains how to create a customer journey in seven steps, and why an omnichannel approach matters.

Customers do not think in channels. They expect each interaction to follow on from the last one. A journey that is mapped and orchestrated avoids repeated or contradictory messages, catches key moments such as a first purchase or a drop in activity, and turns one-off buyers into loyal customers.

Actito connects customer data into one view, then lets you orchestrate journeys across email, SMS, push, in-app, WhatsApp, wallet and more. You build each journey visually as a scenario, start from pre-built templates, and adapt each interaction in real time to behaviour, preferences or location. Read why marketing scenarios are the key to an optimised journey.