September 2026
Intermediate
288 pages
7h 45m
English
Content preview from Customer Engagement Strategy
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8 A step-by-step guide to enhancing your customer journey
Introduction: towards an integrated view of the customer experience
As we have explored throughout this book, customers encounter a brand through countless touchpoints and the need for a truly integrated customer journey has never been more pressing.
In this chapter, we’ll introduce a practical tool called the Customer Experience Review & Analysis (CERA®) model. This model will help you assess customer journeys from both inside and outside perspectives, ensuring that all departments can collaboratively build that unified, customer-aligned experience.
The status quo in many organizations
In reality, customer engagement frequently fails because responsibility is scattered across the ...
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