Customer journeys in an omnichannel world
This article is part of a series of articles from the WARC Guide to customer journeys in an omnichannel world. Read more
Customer journeys really belong to, well, the customers. That may seem obvious, but as Forrester VP and principal analyst Joana de Quintanilha emphasised at the recent Adobe Experience Makers Live event, companies need to remember this now, more than ever before.
“Journeys are not a business process. They are not a marketing funnel,” she said. “Each one is unique, and they belong to the customer. It must be viewed from their...