• Thomas Pollinger
  • 28.02.2017
  • EN

OpenText™ "ON DIGITAL-First Fridays: The Customer Journey"

Peter Drucker was right when he said, “The purpose of a business is to create and keep a customer”. This is the goal of every business: to create and keep customers. This principle survives Digital.

Digital helps you keep this focus by giving you more ways to know your customer better. The best way to satisfy your customer is to truly understand them. You can do this by mapping every point of contact a customer has with your brand—known as their customer journey.

Customers are leaving digital footprints. The transactions, videos, peer reviews on social media sites, blog posts, web forms, call center discussions, point-of-sale promotions, and devices people use on their purchasing journeys—these are your navigation points on the digital customer journey. Data accumulates (and becomes more valuable) at every intersection. This detritus is pure gold. It is key to differentiating products and services because it can be examined and analyzed to uncover insights into buyer behavior—to reveal wants, needs, and motives at each step in the journey.

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