Experian Knowledge Centre
Moving beyond the customer journey: A how-to guide
The traditional idea of a “customer journey” looks at multiple customers’ past behaviour to form an aggregate understanding of how they behave. Yet in today’s world, customer-centricity requires so much more than a one-size-fits-all exercise. The best marketers know that customers demand an individualised experience, and the technology now exists to deliver on that need.
In this whitepaper, you’ll learn how to move beyond the traditional customer journey to build a scalable customer journey framework that delivers a unique series of interactions to each customer.
You’ll discover the steps to take and the required tools to:
- Map each individual’s path of touch points
- Make contextual decisions at each subsequent interaction
- Automate and optimise this process at scale
Rather than forcing customers into a pre-determined journey, listen and respond to their needs each step of the way. Download the full whitepaper to get started today.