Focus on the customer’s decision-making process and path to purchase, comprising the phases of pre-purchase, purchase, and post-purchase

Focus mainly on brand- and partner-owned touchpoints

Focus on customers’ financial resource investments

Focus on the customer’s process of versatile brand-related resource investments in interactions with the brand/firm and/or other customers, reflecting the customer’s cognitive, emotional, and behavioral disposition

Focus on all types of touchpoints

May not involve a purchase

High quality journeys are seamless, thematically cohesive, consistent, and context-sensitive

High quality journeys are adaptable and transparent, facilitate dialogue with engaged actors, and facilitate a sense of ownership

Design and manage touchpoints and cues for positive customer experiences

Nurture customer’s advancement on their purchase path

Design, manage, and monitor touchpoints to trigger wanted and mitigate unwanted resource investments

Encourage interactions between positively engaged customers but steering negatively valenced customers away

Map customer’s path to purchase

Measure customer satisfaction at touchpoints to identify pain points

Focus mainly on brand- and partner-owned touchpoints

Understand who customers influence and become influenced by

Understand the valence and intensity of engagement

Understand the nature/types of engagement behavior

Focus on all types of touchpoints

Firm outcomes relate to customer purchase behavior, satisfaction, and loyalty

Customer outcomes relate to experiences along the journey

Firm outcomes relate to customer lifetime value, as well as value gained from customer referrals, influence, and knowledge

Customer outcomes relate to increased enjoyment, attachment, and empowerment