The customer journey is the path a customer takes from discovering a brand to making a purchase (and, hopefully, becoming a recurring customer). This process has several stages: awareness, consideration, decision, and loyalty. Understanding this journey allows companies to optimize their marketing strategies and provide the right information at each stage. Tools like Google Analytics, HubSpot, and Salesforce help map this journey and improve the user experience. If you know what stage your customer is in, you can offer them personalized content and offers to increase conversions.