In the age of the empowered consumer, you don’t manage the journey, your customers do

Moving away from the idea that the customer journey is a controllable process to one that acknowledges that the customer is ultimately in charge.

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Businesses need to shift their focus to the customer-managed journey as opposed to the static, “mapped” customer journey. By understanding actual customer behavior, businesses will gain what’s really important: customer journey insight, which will help them take action to create conversations that address customer needs in context and in real time.

Read “Customer-Managed Journeys: Beyond the Map to Actionable Journey Insight,” presented by Arke Systems, and find out more.

Visit Digital Marketing Depot to download this MarTech white paper.