Building a better cross-channel customer journey

Building awareness and driving purchases are as important as ever. At the same time, optimising the post-purchase phase and creating an outstanding overall customer experience are becoming key differentiators, separating successful brands from middle-of-the-pack players. The task of integrating and improving experiences along the entire customer journey—a company-wide process—will fall to marketing departments. This paper looks at the key issues marketing leaders will need to address as they guide their teams through this transition.

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