Understanding the Customer Journey in Real Organisations

Understanding the Customer Journey in Real Organisations
 - How customer journeys work in practice, and how marketers can connect touch-points, experience and performance
Why this matters - Customer journeys are rarely tidy in real organisations
; People move across channels, devices, departments and moments of need
; McKinsey notes that customer experience is about everything an organisation does to put customers first, managing journeys and serving needs across interactions; Marketing is not just communication placed along a funnel. It is part of a wider lived experience. 
Session aimsBy the end of this session, you should be able to:Understand what a customer journey is in practice
Map a simple journey using real touch-points
Recognise where marketing influences customer experience
Identify pain points and moments that matter
Link journey insight to better marketing decisionsMore content like this at Cambridge Marketing College http://marketingcollege.com/events