Businesses need to shift their focus to the customer-managed journey as opposed to the static, “mapped” customer journey. This means moving from the idea that the customer journey is a controllable process to one that acknowledges that the customer is ultimately in charge. By understanding actual customer behaviour, businesses will gain what’s really important, customer […]
from
http://marketingland.com/improve-customer-experience-understanding-customer-managed-journeys-180018
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