Collection of interactions made with offering activities over time. Used in a broader sense and also includes Customer Group.

Starts from an actor who wants to be able to identify offering activities and whose experiences can be planned, measured and managed. Always described from the customer's (actor's) perspective.

Make up the various contact opportunities that occur along the way.

It's about more than just becoming a customer or making a purchase. It spans several stages, from awareness to advocacy.

The interaction can take place at different times and in different channels.