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The Customer Success Glossary

Clear definitions and practical guidance for every customer success term you'll encounter on the job.
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Customer Journey
A customer journey is the full sequence of interactions and experiences a customer has with a company, from initial awareness through purchase, onboarding, adoption, renewal, and advocacy. In customer success, the journey provides the operational framework CS teams use to design touchpoints, anticipate risk, and guide customers toward outcomes that drive retention and long-term revenue growth.
Customer Journey Mapping
Customer journey mapping is the process of creating a visual representation of every touchpoint, interaction, and experience a customer has with a company after the sale. Unlike lifecycle frameworks that track relationship stages, journey maps capture the customer's perspective, revealing friction points, emotional context, and moments of truth that shape retention and expansion outcomes.