Seamless Experiences: Is the Customer Journey Even Real?

Let’s Talk About the “Customer Journey”

You’ve probably heard the phrase “customer journey” thrown around a lot, especially by marketers. It sounds neat, doesn’t it? The idea that every customer follows a nice, predictable path - Interest, Decision, Engagement, and Advocacy (or the IDEA framework, if you want to sound fancy). It’s a tidy little system that helps businesses plan their strategies and figure out where to focus. But here’s the real question: do customers actually think about themselves as being on some kind of journey?

If you take a step back and put yourself in a customer’s shoes, the whole concept starts to feel a bit... off. People don’t wake up in the morning thinking, “Ah, today’s the day I’ll progress through my consideration phase.” No, they’re just trying to solve a problem or fulfil a need, whether it’s booking a hotel, buying new trainers, or deciding what takeaway to order.

This is where Google’s idea of “Micro-Moments” comes in. It’s a much better way of looking at things because it focuses on what people actually want in the moment. These moments are when someone thinks, “I need to know something,” or “I need to go somewhere,” or “I need to buy this thing right now.” It’s immediate, it’s intent-driven, and it’s messy. People zigzag all over the place. So, is the customer journey real? Well, sort of - but not in the way we like to imagine.

What Customers Actually Care About

Here’s the thing: customers don’t care about your beautifully crafted journey map. They don’t care how much time you’ve spent plotting out touchpoints or strategising your funnel. They care about whether they can get what they need, when they need it, without jumping through hoops.

What really matters is the experience you give them. A seamless experience makes everything feel effortless. It’s not about removing steps from the process - it’s about making the process so smooth that customers barely notice it’s there. Think about the last time you ordered something online and it just... worked. No confusing navigation, no hidden delivery fees, no faffing about. That’s what people want.

For example, imagine someone booking student accommodation for the first time. They don’t want to wrestle with a clunky website or chase down unclear information. They just want to know what’s available, whether it suits their needs, and how to book it quickly. If the process is easy and everything feels intuitive, they’ll leave with a positive impression. If it’s a hassle, they’ll go elsewhere.

Making the IDEA Framework Work in Real Life

Now, the IDEA framework isn’t completely useless. It’s actually a great tool for businesses to organise their thinking - if it’s used the right way. The trick is to combine it with those Micro-Moments, so your strategy feels more in tune with how people really behave.

Take the “Interest” phase, for example. This is the stage where someone’s exploring their options, which usually matches up with what Google calls the “I want to know” moment. Say a prospective student is searching online for “best student housing in Liverpool.” At this point, they’re not ready to book anything - they’re just looking for information. If your website is clear, informative, and easy to use, you’re already winning. You’re helping them without overwhelming them, and that’s exactly what they need.

Then there’s the “Decision” phase, which lines up with the “I want to buy” moment. At this stage, it’s all about making it easy for the customer to say yes. They want transparency - clear pricing, honest reviews, and a smooth checkout process. If they hit a roadblock, like hidden fees or an overly complicated booking system, they’re going to bail.

After the purchase comes the “Engagement” phase, where it’s your job to make things simple and reassuring. This is the “I want to do” moment. Imagine that same student has booked their accommodation. A quick follow-up email with everything they need - how to access their room, set up Wi-Fi, and get support if something goes wrong - can make all the difference. It shows you’re there for them and that you care about their experience.

Finally, we come to “Advocacy.” This is when happy customers start spreading the word about how great you are. But here’s the key: you can’t force this. People don’t become advocates because you ask them to - they do it because they genuinely had a great experience.

Are We Overthinking the Customer Journey?

It’s really easy for businesses to get caught up in creating the perfect customer journey. And yes, it’s important to plan. But the truth is, most people aren’t looking for some grand, perfectly orchestrated adventure. They just want their questions answered, their problems solved, and their lives made a bit easier.

If you spend too much time designing fancy funnels, you might miss what actually matters. A beautifully mapped-out customer journey doesn’t mean much if the experience itself is frustrating. Customers don’t care about how clever your touchpoints are; they care about whether they can get what they want without any hassle.

So, Is the Customer Journey Real?

Yes, the customer journey is real - but not in the way we’ve been taught to think about it. Customers don’t follow some straight line from awareness to advocacy. Instead, they’re just navigating a series of moments, driven by their own needs and goals.

The journey is a tool for businesses, not a rule for customers. What matters most is whether your business can meet people in those moments, anticipate what they need, and make the whole process feel natural.

The best journeys are the ones that customers don’t even notice. When you focus on creating seamless experiences - ones that remove friction, build trust, and deliver real value - you’re doing more than just guiding people through a process. You’re building loyalty, advocacy, and a reputation for being a brand that gets it. And that’s what really matters.