The Data-Informed Customer Journey

In actuality, most people spend most of their time on Web sites and apps other than those our organizations have created, and we may not know much about what those experiences are really like. However, your organization can map the customer journey.

There is no one right way to map a customer journey. Journey mapping can mean defining an ideal path that we’d like customers to take. Sometimes it means seeking a more nuanced understanding of what people do on a Web site. Less often, we look at an experience globally, mapping touch points for a product or brand, both online and offline.

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