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. The customer journey should be viewed as a relational process rather than a mere sequence of interactions. Its effectiveness depends largely on the customer’s perception of being accompanied by the seller throughout the decision-making process. In this context, the seller’s role extends beyond transaction facilitation to active guidance, uncertainty reduction, and contextual support at key moments. This sense of accompaniment strengthens trust and confidence, shaping the customer’s evaluation

Reinvent Customer Engagement (BACKBASE & IBM)