At what point should the customer journey typically begin according to best practices?

The customer journey typically begins in the marketing and sales cycle, prior to subscription. This phase is critical as it involves the initial engagement and interactions that shape the customer's perception of the brand. Establishing a connection at this point helps to build awareness, interest, and anticipation for the product or service being offered.

Commencing the customer journey in the marketing and sales cycle allows companies to map out potential touchpoints and experiences that customers will have before they even make a purchase. This proactive approach enables businesses to tailor their messaging, address pain points, and create a compelling case for how their offerings can meet customer needs, ultimately influencing the decision to subscribe or make a purchase.

Starting the customer journey only after significant milestones, during the subscription stage, or solely following customer feedback neglects critical interactions that can enhance the overall experience and relationship with the customer. Engaging customers early in the journey ensures a more seamless transition into later stages and fosters a better understanding of customer needs and expectations from the outset.