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Customer journey advanced level
Knowing that customer journey is like a river, not a railway, you can’t control the current, but you can shape the flow. That’s where behavioural science steps in — not to script the journey, but to design the conditions that influence it.
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Customer behaviour is like a river
We often design customer journeys like railway systems — assuming customers move from awareness to consideration to purchase in clean, logical stages. But in reality, customer behaviour flows more like a river — shaped by context, emotion, and invisible currents.