Getting to grips with the customer journey is a vital part of a successful digital transformation. This chapter gives an overview of:
Customer journey mapping: How to map the current and future state of the customer journey, including key moments and painpoints.
Personalisation: Why B2B businesses often have a customer data advantage compared to B2C.
Omnichannel experiences: What an ideal omnichannel experience looks like and why the human touch should not be forgotten.