Implementing customer journeys requires consistent thinking from the customer's point of view, i.e. “outside-in.” This is important, of course. But if a company really wants to have an impact on the customer journey, it needs real journeys as a starting point. That means the individual points of a customer journey are gathered, in very fine granularity, using appropriate technology.
With which topics does the customer engage? Where did he click? How many times has she returned to the website within the last 48 hours? Did he begin to complete a feedback form and then abandon it? All of these provide fact-based insights into actual customer behavior. Strong customer journey management enables you to give your customer a relevant response while achieving company targets.