Are you in touch with your customer’s reality?

Organisations are making increasing use of data and analytics to build a more comprehensive picture of their customers. Everyone recognises that the benefits of this are potentially substantial. But the challenges to achieving are just as significant. How does an organisation make the crucial shift from processing data and reporting to gaining valuable insights? How …

Mapping the customer journey

Customer journey maps are an important first step in understanding the experiences of customers. From initial contact to final purchase it highlights the key interactions the customer has with the brand, identifying gaps or pain points in the customer experience. All too frequently, however, the exercise fails to drive positive change within the organisation. A …