Follow the Data When Mapping Your Customer Journeys

• Jul 20, 2020
• By Brittany Rollek

The last couple of months have been a chaotic time for businesses across all sectors. The pandemic has forced companies to rethink how, when and where they engage customers and embrace digital transformation in order to ride out the storm. I?ve found this to be especially true for financial services firms, many of which have recently asked for help adapting their customer journey playbooks to a process that is drastically different from even six months ago. All they know is that right now, customers are anxious, reluctant to reach out, and uncertain about what comes next or what it looks like. I tell them the best way to navigate today?s shifting customer journey is to embrace a data-driven operating model (DDOM), which will help them better understand and anticipate their customers? un...

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