Understanding customer priorities isn’t new. But customer experience is increasingly seen as a key business opportunity, beating data-driven marketing and social engagement in Adobe’s latest Digital Trends report.
Customer surveys are ubiquitous, but capture a tiny fraction of interactions — if customers bother to fill them in at all. Worse, they tell you nothing about potential customers lost along the way: Up to 84 percent of potential online retail purchases are abandoned before checkout. You can’t rely on what customers say; what matters is what they do.
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