The customer journey encompasses all the steps and interactions a prospect or customer goes through before, during, and after purchasing a product or service. It includes all experiences, emotions, and touchpoints, both online and offline, forming a journey that is often omnichannel and non-linear. Analyzing this journey allows companies to adapt their marketing strategies and improve the customer experience based on the specific needs and behaviors of each segment. This concept is particularly important in sectors where customer relationships are long-term and constantly evolving.