Over the last few years, customers’ perception towards their relationship with companies has evolved. Earlier, any form of intimacy shown by the sellers was seen as akin to stalking, but now customers have also realized that with the vast amount of data available, companies are bound to track that for business purposes. They also understand that eventually this can led to a better level of service. One company SAS, used business analytics effectively to redraw the conventional customer journey. At first level, a need arises. Then some form of research goes in to searching for the top players and options. Then, decision is made to choose one brand over any of its competitors. The purchase then takes place followed by usage of the product. After satisfaction, the customer becomes a brand advocate and starts recommending the same to others as well.

Source: https://hbr.org/2016/08/how-one-company-used-data-to-rethink-the-customer-journey