Redefining Customer Journeys

February 4 - 5, 2022, Hybrid

Managing and enhancing customer experience across multiple channels and customer interactions at multiple touch points has emerged as an important marketing research area and in this context customer journey addresses the processual and experiential aspects captured through consumer’s lens. The process involves collecting internal insights; researching customer processes, needs, and perceptions; distil findings about how customers interact with the company, what they want from each interaction, and how they feel about each interaction; map the customer journey.

Understanding key areas (moments of truth), customer pain points, opportunities for data capture that are most important for customers or for the company is the stepping stone towards taking action on the insights and sustaining the learnings over time.

A great customer journey is the outcome of efforts across a variety of considerations such as experience, processes and ecosystem plan. As consumers we play a powerful role in this ever-evolving marketplace by using our voices and wallets to shape markets, influence brands and marketing communications, promote innovation and to build perceptions. Due to growing awareness of the need to manage and design for customer experience across touchpoints and service offerings, customer journey mapping and customer journey proposition tools are increasingly used by marketers in understanding the changing consumer behavior.

It is the era to make reimagining customer journeys a priority.