From Mapping to Influencing - ERP Spain.com - España y América Latina

When it comes to the customer journey, marketers have traditionally focused on mapping the customer’s experience. However, with an ever-increasing number of channels and platforms for engagement, it is becoming more and more difficult to pinpoint the next steps that a customer will take. Every customer journey is unique, and likewise, every customer has different needs. As a result, so much time is spent mapping multi-touch, cross-channel journeys that the evolving customer has already moved beyond, making it difficult to take profitable action. Join Liz Miller, Senior Vice President of Marketing for the CMO Council and Kathy Koontz, Director -- Customer Journey for Teradata as they discuss the steps that marketers can take to better inform and influence the customer journey. A few key topics of discussion will include: • The importance of integrating online and offline data to get a better understanding of where the customer is in the journey • Understanding which insights marketers can use to influence the customer’s next steps • How to interact with customers at the right time and with the right message to influence and shape the customer journey