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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Copyright

©2019 KuppingerCole Analysts AG all rights reserved. Reproduction and distribution of this publication in any form is forbidden unless prior written permission. All conclusions, recommendations and predictions in this document represent KuppingerCole´s initial view. Through gathering more information and performing deep analysis, positions presented in this document will be subject to refinements or even major changes. KuppingerCole disclaim all warranties as to the completeness, accuracy and/or adequacy of this information. Even if KuppingerCole research documents may discuss legal issues related to information security and technology, KuppingerCole do not provide any legal services or advice and its publications shall not be used as such. KuppingerCole shall have no liability for errors or inadequacies in the information contained in this document. Any opinion expressed may be subject to change without notice. All product and company names are trademarksTM or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

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