Digital marketers have been talking about the promise of customer journeys for years. The vision of great customer experience has never been closer to reality than now.
Customer expectations are higher than ever and most companies are now competing on customer experience. It has become the strategic imperative.
Consumers feel so strongly about great customer experience that they are willing to pay a 16% price premium for it (PwC).
The marketer’s workflow is not the customer journey. Never lose sight of the fact that the customers are the drivers and marketers are the pit crew. As a marketer, it’s your job to remove the obstacles in your customers’ paths, facing your own obstacles on the way. Unified customer profile, artificial intelligence, decision engines, one-to-one personalisation, omnichannel orchestration – why are these such hot topics today? And what should you be doing about them?