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. With which topics does the customer engage? 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.
Read our guide to learn how to create the perfect customer experience by overcoming the traditional customer lifecycle and replacing it with a customer journey mapping.