Jeff Rajeck says, “As marketers, it’s our job to understand the journey that our customers take from discovery to purchase. How is that going?

Not very well, according to a recent Econsultancy report.

In our 2016 survey, Customer Experience Maturity in Australia and New Zealand, half of respondents (50%) said that there are a ‘lot of missing parts’ of the customer journey andonly 5% have ‘a coordinated approach across online and offline’ parts of their business.

So only one marketer in 20 feels like they have connected the online and offline customer journey. Clearly there is a problem here.

But what is it? Why do marketers find mapping the customer journey so difficult? Andwhat advice can the 5% give about succeeding where so many others are clearly failing?“.

Why mapping the customer journey is so hard – and what you can do about it

Econsultancy

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