Whether you call it a funnel, a flywheel, a tower, a loop, a corridor, or any of the many terms we use to describe the customer journey, there’s one common challenge among brand marketers: How do we make the “customer journey” more productive? The easy answer, supported by mountains of research, is to improve the customer experience. But as you would expect, it’s a bit complex in practice.
Most customer experience experts can agree on one practical solution: Use data to improve the customer experience.
