Most firms focus on touchpoints - individual transactions through which clients interact with a firm - and don't think about client journeys.
Client journeys include things that happen before, during, and after the experience of a service. Tracking journeys usually requires an operational and cultural shift that impacts a firm from top to bottom.
At the heart of the challenge is the siloed nature of service delivery, and the insular cultures, behaviours, processes, and policies that flourish inside so many firms. Touchpoints provide invaluable insights. However, focusing just on touchpoints usually results in the end-to-end experience, as seen through the client's own eyes, being overlooked.
Customer journeys include many things that happen before, during, and after the experience of a product or service. Journeys can be long, stretching across multiple channels and touchpoints, and often lasting days or weeks.