For a customer managed journey, collect information dynamically

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2019, 7:07 AM UTC

Businesses must learn from each customer interaction to improve what they can offer.

This piece notes that brands often look at customers from a channel specific point of view. This often results in “inconsistent experiences,” “disconnected conversations,” “channel-specific interactions” and “irrelevant messages.”

The article quotes customer journey analytics experts at Thunderhead who believe that customers want a brand to know their needs and treat them as individuals. Brands must comprehend the consumer’s intent and eliminate friction consumers may experience in order to provide them a smooth customer journey.

Companies must learn from each customer interaction and improve the choices it offers. Brands must collect information from various sources to meet consumer needs in real-time. The buyer owns the journey, companies must listen, learn and respond accordingly.

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[4 minute read]