Track C: Expert Perspectives – Wednesday 26 April
09:00 – 09:45
Why do organizations seek to design effective multichannel customer journeys? Customers demand it. Technology has enabled consumers to use various channels of interaction at the time and place and in the manner they choose. To defend or retain market share and to potentially increase top-line growth and cost take-outs, businesses are pressured to comply with whatever their customers desire. Using illustrative case studies from Mattel Toys, Verizon, and others, HRG reveals why organizations should invest in customer analytics and journey design software solutions and how much to budget through 2018; how to measure the productivity and effectiveness of customer analytics and journey design initiatives, and how often to do so; how to prioritize specific customer analytics and journey design initiatives against software selection criteria; what percentage of company revenues to commit to customer analytics and journey design programs; and how to evaluate and ultimately select customer analytics and journey design vendors or consulting firms.
Presented by: Leslie Ament