Live Webinars: October 22nd, October 29th, and November 5th, 4pm (CET)
Companies often lack the context and understanding of customers' true intentions when interactions take place or are triggered at a particular touchpoint. The result: frustrating customer experiences.
The Forrester Opportunity Snapshot provides an indication of the scale of this problem, revealing that while 82% of organisations claim that they have adopted a customer-led approach in their journey planning, only 13% of brands have in reality successfully achieved it.
There is often a lack of integration between technologies, data and approaches. For each channel there is a different technology, another data silo and a team that does not fully understand the customer's intention. According to research by Forrester and our partner Thunderhead only a quarter (27%) of respondents are making full use of all customer data sources, across all channels, off-line and digital.
We have to see communication with our customers as a constant dialogue and not as a series of unique experiences. To do this, we have to put ourselves in a position to listen to customers and hand them over the lead in the conversation.
Learn more about it in our webinar series with our partner Thunderhead on ‘Stop Thinking Channels, Start Thinking Journeys’.