The Evolution Of Customer Journey Management, For Marketing And Beyond

Few brands are built to effectively engage with consumers on the consumer’s terms. Instead, they are built around products, lines-of-business, and organised by divisions and functions.

Meanwhile, each of these groups wants to interact with the customer on their own - and not the customer’s - terms. The result for customers is that interactions with the brand can feel disjointed and dissatisfying. While many brands have hired chief customer officers or built customer experience departments, it’s rare to find a brand that understands the journeys a customer takes when interacting with the brand; understands the customer need during any given interaction; and has the resources and capability to solve those needs as quickly and efficiently as possible. It is this problem that customer journey management seeks to solve.

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