MANAGING in the

NEW WORLD

Most marketers have long realized the importance of key touchpoints to woo customers. But this goes against the grain of the modern thinking that aims at securing the entire customer journey. The former approach is siloed, while the latter is holistic. It also includes the post- sales servicing. This aspect gets heightened importance in the present hyperconnected, multichannel market. The complexity in the digital marketing process increases with the higher number of touchpoints. For this to succeed, marketers need to understand how customers browse through and search information from across channels. The needs of the customer need to be predicted well in advance using real- time business intelligence, aided by analytics tools. The gaps in the process and further opportunities need to be clearly defined and addressed. Once the root- cause gets fixed, the customer journey may get redesigned. The customer satisfaction is then aligned with the consequent willingness to recommend.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/from-touchpoints-to-journeys-seeing-the-world-as-customers-do

Uploaded Date:10 January 2019

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