KuppingerCole Report
Leadership Brief
By Roland Bühler

Top 3 Initiatives to Improve CX and Customer Journeys

When it comes to digital marketing, companies of all business sectors try to constantly improve customer experience (CX) and customer journeys. In many cases, there is a single focus on technological topics, such as machine learning or conversational interfaces. But, is technology the key to success? This leadership brief gives an overview of relevant topics regarding optimization of CX and customer journeys—and highlights three initiatives to consider.

Content of Figures

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1 Executive Summary

“Business case first, technology second”—this is maybe the most important summary of this leadership brief. When it comes to the optimization of ...

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2 Analysis

CX and Customer Journey
First of all, let’s define the two terms:

Customer experience (CX): Aggregate of a customer's interaction with an organiza ...

Top Initiatives to Improve CX and Customer Journeys

Since every business brings individual requirements, measures to improve CX and customer journey ...

  • Registration and authentication: Complicated procedures for registration and/or authentication might scare users away. The following measures might ...
  • Analyze and react: Continuous analysis and improvement of user journeys will help reveal where convenience and usability can be improved.

2. R ...

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3 Recommendations

Business Case First—Technology Second

When it comes to optimization of CX and customer journeys, it is important to consider a business case first a ...

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