“Frodo, We Aren’t in the Shire Anymore”: The Importance of a Customer Journey & How to Avoid Wrecking It Fans of Lord of the Rings — otherwise known as “Ringers” — never grow weary of reading or watching Frodo and his fellow Hobbits journey through Middle Earth on an epic quest to Mordor (where rumor has it there now exists a very stylish Starbucks at the base of Mount Doom). Well, customers who visit a website are on an important journey as well.