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Research

The Shift to Customer Journey Insights

Customer insights are critical to customer experience programs. However, current insights’ efforts tend to focus on individual interactions rather than on a customer’s entire journey, and as a result, they often fail to provide a complete picture of a customer’s experience with the company. This report helps companies shift their insights efforts from concentrating narrowly on single transactions to focusing broadly on customers’ journeys. We developed an approach to help companies create a comprehensive view of journeys called Customer Journey Insights (CJI), which is made up of five strategies and share 20 examples of best practices from companies that are applying these strategies. To help companies master these strategies, we have identified three stages organizations proceed through on their path to enabling customer journeys.

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