Customer Journey

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The Magic That Makes Customer Experiences Stick

  • Research Feature
  • Read Time: 20 min 

Research has shown that memorable experiences can drive customer decisions as much as price and functionality. Yet there have been few meaningful improvements in customer experience over time. The missing ingredient? Emotion. Customers want their choices to align as much with their feelings and senses as with their values and ethics. The rational approaches taught at most business schools — offer more value for money, add features, make service more efficient — are not enough.

Sponsor's Content | Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow

  • MIT SMR Custom Studio | Content Commissioned for Google Analytics 360 Suite

Nearly 90 percent of senior marketers in a recent survey said an understanding of user journeys across devices and channels is critical to marketing success. No wonder: Leading brands are those that build a foundation of data and analytics to deliver personalized, relevant experiences throughout the customer journey. Determining and measuring the most effective customer engagements is something each organization must do through experimentation, which requires new skills, mindsets and processes.

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