We’ve heard it all before: thanks to digital disruption, traditional brand marketing is losing its luster and the customer is now in charge. To wit, Gartner predicts this is the year companies will compete primarily on the customer experiences they deliver. But if businesses are no longer able to compete on price, and the customer experience truly is the new battleground, what can be done to meet this sea change?
At the SAP Hybris Summit held this week in Munich, a fascinating session called “Mapping the Customer Journey To Your Business” provided tangible steps any business can take if they want to remain competitive in today’s digital economy.
“At the end of the day it all starts and ends with the customer journey,” said Damir Saracevic, Rivet CX Group. “If it doesn’t, customers will simply go somewhere else.”
Recent Gartner research suggests CMO’s are to lead this cross functional charge. But it’s not that easy to achieve because the customer journey doesn’t end after buying cycle is done.