What is a Customer Journey
Customer journeys identify key touchpoints throughout the sales funnel, guide users through the process and encourage engagement. Customer journeys also take into account a customer's pain points, motivation drivers or feelings at each step through the funnel and target those through different interaction models.
Why are Customer Journeys important
Identifying customer journeys give brands useful insight for everyone in the marketing & sales team a feel of the user's point of view, so they can design and optimize UX, campaigns and sales offering.
Understanding the process a customer goes through, looking at their motivation drivers and pain points can help team design solutions targeted to meet their needs specifically. From a tactical and implementation point of view, this understanding helps teams identify functional items to be implemented at each step.