Hi, and welcome to the latest episode of the marmalade pod. In this episode, we're going to be talking about the customer journey. Customer Journey is an interesting thing. It's something that affects every business, it's not something every business takes a lot of time to consider. Sometimes it's very organic, in the way that it's put together, or the times, it's more strategic and more planned out. Yeah, lots to get into. Definitely. So what would you say are reasons why you start looking at customer journey with your customers? Or why do people start thinking about it? Usually, it's because they're looking to either increase their profits, or change their business, or they just want to offer a new service or increase retention, there's usually something very business-driven behind it. So the customer journey itself spans multiple areas.