Customer journeys have become increasingly complex as customers combine touchpoints across online and offline channels. While firms pursue omnichannel strategies to enhance customer experience, research has largely adopted a firm centric view of omnichannel customer journeys (OCJs). This perspective emphasizes channel integration, journey design, and customer evaluations of firm controlled touchpoints, but it overlooks how experiences emerge and evolve along the OCJ and how actors beyond the focal firm influence the process. Addressing these gaps, this doctoral thesis develops an experience focused, customer centric understanding of OCJs. Following an abductive research approach, the thesis iterates between theory and empirical insights to refine how OCJs are conceptualized and understood. The thesis comprises four articles. Article I examines how customers perceive integration in OCJs and how these perceptions shape their experiences. Through interviews and focus group data, it conceptualizes integration as two distinct dimensions, i.e., perceived consistency of retail mix elements and perceived connectivity across touchpoints, and shows that positive experiences can emerge even when one dimension is low, challenging assumptions of an “integration imperative.” Article II reviews the literature to evaluate how omnichannel research incorporates the customer perspective. The analysis reveals a narrow focus on customer evaluations and firm-controlled touchpoints, underscoring the need for a broader, experience based, and consumer oriented view. The article outlines pathways for research to develop consumer-based insights to inform omnichannel strategies. Article III investigates third party touchpoints as interactions mediated or intermediated by entities beyond a focal firm and a focal customer, such as delivery partners, influencers, or other customers. Using the Sequential Incident Technique, it maps end-to-end journeys and identifies the different roles third party touchpoints play in shaping the journey’s trajectory and the dynamics of the customer experience. Article IV develops a higher-order framework to understand journeys as experiential processes. Through a theory synthesis approach, it integrates journey approaches fragmented in the literature and introduces three building blocks that provide a foundation for understanding experiences across contexts. Together, these articles provide a comprehensive understanding of OCJs and of how customer experience emerges and evolves throughout this process. This expanded view emphasizes customers’ experiences embedded in their lifeworlds and highlights the roles of various actors beyond the focal firm in shaping those experiences. Adopting an experiential perspective on omnichannel customer journeys offers significant theoretical and practical implications for the fields of customer journey, customer experience, and omnichannel marketing literature.