It’s easy for us to get caught up in our own tools and viewpoint, losing sight of the customer’s perspective, and more importantly, the customer’s experience.

Rather than sampling specific touchpoints of the customer journey, we need to gain perspective on the entire journey.

The customer journey is a complex process; from creation to delivery, the content supply chain is an ongoing, interlinking web of stakeholders with differing intentions. [A] makes evaluating this process simple with the Content Orchestration Model. In order to create intelligent customer experiences, organizations must begin with a model-up approach.

Additional Resources

For a deep-dive on customer journeys, check out this article: Are You Measuring Part or All The Customer Experience? where Alan J. Porter talks about the importance of looking at customer-related metrics as part of an overall ecosystem. 

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