Implementing customer journeys requires consistent thinking from the customer aspect, i.e. “outside-in”. This is both correct and important. 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: what topics does the customer look at? Where did he click? How many times has he 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 behaviour. Giving a relevant response to the customer while achieving company targets is the aim of customer journey management.
The Magic of Data Science in Marketing
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