It’s impossible to allocate money and manage resources in digital without a keen understanding of how and why a consumer interacts with your brand. From devices to their social bonds, people have a complex relationship with the products and services they consume, so understanding that journey is the only way to deliver value and relevance.
Understanding and mapping out your customer journey not only helps you understand where your internal processes aren’t working together, but helps you identify the needs of your customer in a more intimate and productive way. That knowledge, when used to mold and shape your organization’s business practices as a whole, allows you to hopefully meet, and exceed, the expectations of your customer. It puts the wants and needs of your customer at the center of your business practices, instead of those of your organization.