Customer Journey vs Business Journey#
Understanding Customer vs Business Journeys#
Goals
- Define what a Customer Journey is
- Define what a Business Journey is
- Distinguish between the two using real-world examples
- Understand how both journeys contribute to digital success
Customer Journey#
🧭 What is a Customer Journey?
Definition:
A Customer Journey is the path a user takes while interacting with a digital product or service, focusing on their experience and actions.
Key Characteristics:
- Begins with a user’s intent (e.g., searching for a product)
- Involves digital touchpoints (e.g., search, click, add to cart)
- Ends when the user completes a goal (e.g., placing an order)
Example:
A user visits a retail website, searches for a laptop, reads reviews, adds it to their cart, and places an order.
🧩 Think About It:
What steps do you take when buying something online? That’s your customer journey!
Business Journey#
🏢 What is a Business Journey?
Definition:
A Business Journey is the end-to-end operational process that begins with a customer interaction and ends with a business outcome.
Key Characteristics:
- Triggered by a customer action (e.g., order placed)
- Involves backend systems (e.g., payment, inventory, shipping)
- Ends with a business result (e.g., item delivered, revenue recorded)
Example:
After the customer places the order, the system processes payment, locates the item in inventory, ships it, and confirms delivery.
🧩 Think About It:
What happens behind the scenes after you click “Buy Now”? That’s the business journey!
Comparison#
🔍 Comparing the Two
| Feature | Customer Journey | Business Journey |
|---|---|---|
| Focus | User experience | Operational fulfillment |
| Starts With | User interaction | Customer action (e.g., order placed) |
| Ends With | User goal achieved | Business outcome achieved |
| Perspective | Customer-centric | Business-centric |
| Tools Involved | UX, analytics, A/B testing | ERP, CRM, logistics, supply chain systems |
Summary#
- Customer Journey = What the user does and experiences
- Business Journey = What the business does to fulfill that experience
- Both are essential for delivering great digital products and services
🧪 Interactive Exercise
Scenario: A customer orders a pair of shoes online.
- Question 1: What are the steps in the customer journey?
- Question 2: What are the steps in the business journey?
💡 Tip: Think about what the customer sees vs. what the business does behind the scenes.
Continue#
In the next section, we'll configure Real User Monitoring and observe the Customer Journey in Dynatrace.