Don’t take the customer decision journey for granted

Recently, I read Wim Rampen’s post “Don’t take the customer decision journey for granted”. In it, Wim cuts through the hype of terms like “big data” and “customer engagement” and grounds our thinking in a service dominant logic mindset. He argues that rather than throwing more technology at Big Data and assuming that predictive analytics will fix every problem, a greater abundance of data should present us with a greater ability to understand the jobs that customers are trying to do and give us better insight to the barriers they face. In turn, this should inform investments that are made to give customers the right information, tools and transparency at each step of their decision journey.

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