The future of customer journey management for customer-obsessed brands is shaped by the drive for personalisation at scale. Getting there requires organisational alignment underpinned by strategy, objectives, and process — supported in turn by data, technology, and analytics to discern, decide on, and orchestrate omnichannel engagement that delivers value with each moment and experience.
The latest research from the Winterberry Group examines the approaches companies in the US and the UK take to the many aspects of customer journey management, classifying them into five levels of maturity. This report explains those maturity levels, discusses the implications, and provides guidance for companies that wish to develop their approach to customer journey management and progress along the maturity curve.
