While journey maps identify problems or areas for content and service improvement, they do not facilitate interactions, provide next best action, or enable content orchestration. It is akin to building a road and handing someone a map without a vehicle to drive. Today, the customer journey is a matrix of multichannel interactions, so the mapping and analysis have become complex and provide a deeper understanding of the customer's needs and behaviors to enable meaningful interactions.
It is no longer enough to visualize the journeys; enterprises must respond to key moments in real-time and proactively anticipate customers' next moves; understand which channels they intend to use; and be ready with relevant content, offers, or remedies. This level of intelligent orchestration requires customer journey maps to be embedded with machine learning algorithms.
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