How the right data connections can enhance the customer experience
The term “customer journey” is broken.
That may sound like a bold claim, but it’s one rooted in a deep level of insight. The need for brands to understand the customer journey through their product and service experience has been widely heralded as a fundamental component of marketing for years. Yet the journey’s true value remains something if a mystery. Moreover, the strategy behind this stock phrase is usually overlooked or mishandled by many marketers.