Businesses spend a tremendous amount of resources trying to build the “perfect” journey. But what happens when customers don’t follow the script?
In a recent study by the CMO Council, only 3% of marketers had a comprehensive view of the customer, across journeys and channels. That means 97% lost touch along the way.
But a small number of disruptive companies are raising the bar for customer experience, connecting touchpoints and making it seem easy… while the rest are falling behind.
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Modern businesses try to script the “perfect” journey that gives frictionless, elegant experiences. But what happens when customers don’t follow the script? Pega and strategic partner Comet Global Consulting jointly present this paper that examines how to engage with today’s connected customer whom chooses their own journey - interacting with the brand on their own terms and flowing across channels, shifting preferences, and taking unpredictable routes to a fluid destination – through using personalized, actionable insights in real-time to make the right decisions.