Customer journey management is an approach to help business users solve their challenges while improving customer experience. Creating a seamless customer experience cannot be the sole responsibility of one department like sales and marketing; it is about how the customer interacts with your brand and your company. Therefore, all departments need to work together to better serve your customers. The goal is to give the customer one unique experience throughout his or her journey with your company.
To meet customer expectations, your company needs to recognise the importance of capturing customer data to make data-driven decisions. Nowadays, customer data are everywhere, and those data points are useless if you cannot connect the dots between customer behaviours and the KPIs used to measure your business. Today, innovative organisations are using customer journey management and customer journey analytics to understand their customer behaviours and reduce costs, win new customers and stay ahead of the competition.