The New Customer Journey

It might surprise you to hear that we're not big fans of the term “customer journey,” especially because we've used it liberally throughout this book. In order to share the insights we hoped to impart, it made sense for us to use the vernacular, but in truth, we'd like to see the term go away altogether. In fact, we'd like to do away with the word “mobile” as well, because both words are misleading. Why? Well, first off, customers don't know they're on a journey. They have little clue that they're traveling through a purchase funnel—and they definitely don't think in terms of mobile web versus desktop web, or native apps versus web apps, to the same extent you do. To them, it's all just media, and they're after relevant ...

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