Customer Engagement Strategy

2 The case for emerging technologies

Introduction: different eyes, different journeys

At the heart of every customer journey lies a simple truth: not all customers think, feel or behave the same way. Yet many organizations still design customer journeys as if they do. In reality, customers differ widely, not only by demographics such as age or gender, but also by their experience, innovativeness and by their social environments. These differences don’t only influence how customers perceive brands, products or services but also how they view technology.

Novel technologies have multiplied the number of possible touchpoints, expanded the ways customers interact with brands and heightened expectations for personalization. Digital tools, from recommendation ...