The concept of the omnichannel customer journey highlights the fact that consumers are increasingly interacting with businesses or brands through a variety of channels and touchpoints. With the rise of digital platforms and e-commerce, the customer journey is becoming increasingly omnichannel. This journey can be viewed primarily from the perspective of the purchase itself, thus transforming into an omnichannel buying process. For example, a customer can place an order online from their computer and pick up their purchase in-store using the “click & collect” service, after being notified of the product’s availability via SMS on their smartphone. The notion of the omnichannel customer journey can also encompass the entire customer relationship over time. In the banking sector, the customer journey is now omnichannel. Customers perform routine transactions, simulations, and subscriptions on their smartphones or computers, request simple information by phone, use ATMs, and sometimes visit a branch for more complex transactions. When the customer journey is multichannel or omnichannel, it presents specific challenges for businesses: maintaining a consistent image and messaging across all channels, managing differentiated pricing when necessary, tracking past interactions, identifying and recognizing customers or prospects, implementing scenarios for advertising or promotional communication, and many other aspects. Effectively managing an omnichannel customer journey is generally associated with various marketing concepts, tools, and solutions. A concrete example of a digitized omnichannel customer journey: … A compelling illustration of the issues and challenges encountered in the customer journey within the banking sector: …