How to disrupt and influence the customer journey

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

Brands are on a voyage of discovery: they are focusing on journeys – their consumers' journeys. Many brands have now mapped their consumers' journey. They have established a programme of continuous improvement and are implementing initiatives to address key issues. Their aims are to smooth the journey, push consumers along the path to purchase and fix pain points along the way.

All great; a good start. But a start is all it is. Marketers should be doing more...

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