---
title: Get started with customer journeys
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

> **License:** Advanced license required.
>
> Features described on this page require the Xperience by Kentico **Advanced** license tier.

Are you curious about what customer journeys are – and why they matter? Start your journey here.

This article lays the groundwork for understanding customer journeys from a marketer’s perspective. You’ll explore the core concepts, the differences between different business frameworks, and the actual value customer journeys bring to your digital strategy.

In this article, you’ll learn:

> **Info:** 
>
> - Why understanding your customer’s behavior is key to meaningful engagement.
> - What a customer journey is – and what it isn’t.
> - How customer journeys compare to buyer’s journeys, user stories, and sales funnels.
> - The strategic benefits (and possible drawbacks) of customer journey mapping.
> - Why customer journeys matter in today’s marketing landscape.

This is your essential starting point before diving into the practical steps of building and managing journeys in Xperience by Kentico.

See how to analyze customer behavior to improve user engagement and increase conversions.

## Ready for takeoff?

Dive into the exciting world of customer journeys and learn how you can [analyze your customer's behavior to improve user engagement](https://docs.kentico.com/guides/customer-journeys/get-started-with-customer-journeys/analyze-customer-behavior-to-improve-user-engagemen.md).