When it comes to the customer journey, marketers have traditionally focused on mapping the customer’s experience. However, with an ever-increasing number of channels and platforms for engagement, it is becoming more and more difficult to pinpoint the next steps that a customer will take. Every customer journey is unique, and likewise, every customer has different needs. As a result, so much time is spent mapping multi-touch, cross-channel journeys that the evolving customer has already moved beyond, making it difficult to take profitable action.
View our on-demand webcast to hear from Liz Miller, Senior Vice President of Marketing for the CMO Council, Kathy Koontz, Director–Customer Journey for Teradata, and Marcos Arias, Director - Premium Care Call Centers for AT&T as they discuss the steps that marketers can take to better inform and influence the customer journey.
A few key topics of discussion included:
• The importance of integrating online and offline data to get a better understanding of where the customer is in the journey
• Understanding which insights marketers can use to influence the customer’s next steps
• How to interact with customers at the right time and with the right message to influence and shape the customer journey
Liz Miller, CMO Council; Kathy Koontz, Teradata; Marcos Arias, AT&T