Summary
Firms aspire to the benefits of a customer journey focus but struggle to achieve them because of obstacles in four realms: approach, ownership, tools, and culture. Some companies, though, have found a path to journey-centricity and are shifting the focus from channels and individual touchpoints to the flow of journeys across touchpoints, silos, policies, and procedures. This report lays out the way for CX pros to determine: 1) how critical journey-centricity is to your business; 2) how hard it will be to make the shift; and 3) what steps to take to successfully achieve journey-centricity.
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