How to disrupt and influence the customer journey

Emeline Mettavant

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

Brands are on a voyage of discovery: they are focusing on journeys – their consumers' journeys. Many brands have now mapped their consumers' journey. They have established a programme of continuous improvement and are implementing initiatives t

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