What is the first stage of the customer journey?

• A. Acquisition, where the customer finds the brand through a targeted digital experience.
• B. Retention, focusing on keeping existing customers.
• C. Onboarding, initializing product usage.
• D. Advocacy, promoting the brand to others.

Answer: (C)

Onboarding is the early activation phase in the customer journey, where a new user begins to use the product and is guided through initial setup to realize value. This moment matters because it turns curiosity into actual usage and helps the user achieve a quick win, setting the tone for ongoing engagement. A strong onboarding experience ensures the user understands how to accomplish key tasks, leverages essential features, and feels confident in using the product, which builds a foundation for retention and, eventually, advocacy. Acquisition brings people in, but the first hands-on engagement after that step is onboarding, while retention and advocacy come later as value is delivered over time.