I recently came across a shocking statistic: just 36% of companies have a process in place for tracking the customer journey process. Brands spend way too much money trying to acquire new customers to be so laissez-faire about securing their business. This is not the 1960s. It’s no longer good enough to have the best-quality product and a TV commercial promoting it with a clever jingle. It’s 2019, and consumers have never had easier access to an expansive variety of goods from a multitude of vendors around the globe. Companies must be in lock step with their desired customer at every leg of their journey if they are to gain their trust and convert them.
If you aren’t measuring your effectiveness with customers, you’ll be outperformed (and eventually forced out of business) by the those that do.