Having now reviewed the Customer Journey of many businesses in a variety of sectors and countries one thing is clear.
A successful business cannot view and act as if Sales, Marketing and Technology operate in isolation.
The business that understands how all three work together is the one that will have an advantage.
In addition, it is not all about digital. A Customer Journey includes online and offline.
The trick is to understand how your customers like to buy and act accordingly and knowing it is also ok to challenge it.
This puts added pressure on business management as the excuses of the past are not going to work in the future and those that don’t get this yet are probably hurting their business today.
Those that understand and act on this can see that it provides a massive opportunity, naturally to those take it.