Today, it's all about guiding the customer through his or her customer journey. Providing them with the content they need at the right time so they don't have any form of frustration. All this from the point where they don't know you yet, until well after their purchase from your company.
Each customer uses a combination of your touchpoints. By connecting those dots, we get to see the customer journey. It's basically the path the customer takes from way before the purchase to well after. The customers want to have the most smooth experience possible during their customer journey, it's up to you to make sure of that.
Customers are becoming more demanding; one bad touchpoint can cost you a new customer. Keeping the customer journey spotless is therefore becoming a tricky business, even more so because the number of touchpoints is constantly increasing. Customer Journey Analytics allows you to keep a careful track of everything and discover errors quickly.