The Customer Journey is the set of all possible moments (or touchpoints) in which a potential customer is exposed to or engages with a brand.

These interactions are designed to eventually persuade, influence, and convert that potential customer into a client, customer, or subscriber.

Although the customer journey can vary greatly depending on the type of business and industry, it typically consists of four main "stages":

Awareness > Consideration > Decision > Retention

Avinash Kaushik from Google offers an alternative framework:

See > Think > Do > Take care

Also known as the Purchase Process, Consumer Decision Journey, Customer Journey to Online Purchase, Marketing Funnel, Path to Purchase, Sales Funnel.