Historically, a company’s marketing efforts have been focused around a single product or service. A significant investment is made to achieve one sale at one point in time.
A significant investment is made to achieve one sale at one point in time.
This, however, is changing. The single purchase still matters, but it is instead becoming just a part of the entire customer journey.
Looking at this journey as a whole, business can offer more value and build better relationships with their customers. Therefore, instead of the checkout process and the customer support service simply being a neutral experience, companies strive to make these procedures, services and touch points fun and beneficial to the user.
This is why we now see businesses making significant increases in their investment to map and automate the customer journey.