Modern businesses spend tremendous time and resources mapping, analyzing, and optimizing the customer journey. They want to understand the path to purchase, learn which messages and offers are most effective at each stage, and identify where individuals get “stuck” and drop off the grid completely. They want to script the “perfect” journey that gives an elegant experience.
The problem is, today’s connected customers choose their own journeys - interacting with the brand on their own terms. They flow across channels, shift preferences, and take unpredictable routes to a fluid destination. They expect the brand to know them, even as they shift course and move in a new direction.