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Ebook
Some leaders think customer journeys are a series of clicks on the website. Others say they comprise steps in a process. Most believe journeys are something they can control.
Customer experience (CX) leaders try to steer consumers from point A to B to C. But customers have their own goals — and paths to accomplish them. And those paths don’t always align with your thinking.
It’s time to define and measure journeys from your customers’ perspectives. By aligning customer goals with company objectives, you can better measure and optimize experiences. And you can establish a link between CX and business outcomes.
