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Customer journey was one of the dominant buzzwords of 2015, and rightly so. For marketers and product owners, understanding the customer journey is the key to delivering effective digital products. By tailoring digital properties to the needs of the customer based on where they are on their purchase and retention journey, you’re able to focus and streamline digital products, ultimately delivering a superior customer experience.

With knowledge of this key tool for driving customer experience across channels accelerating throughout the past year, you can expect customer journey mapping to be among the biggest digital marketing buzzwords of 2016.

As Chris Risdon at CapitalOneLabs said in 2011: “their importance exceeds their prevalence.” That’s finally starting to change. …

Janavi Vengatesh