A data-driven approach to customer journey mapping
Get to know your customer! There are no two ways about it – this has become a bit of a mantra for modern-day companies. Customer-centricity has continued to grow in importance and has shifted from being useful to being a necessity. Although it’s heard loud and clear, it seems easier said than done: In practice, only 53% of Belgian marketers claim they are succeeding in putting the customer first (YMS). On the other hand, a lot of companies like to pretend that they know their customer. But really knowing your customer means you have to discover what they want, how they want it and when they want it. More than knowing your customer, you should be able to understand them.