Evolving the customer journey: Digitisation, omni-channel and technology trends

Never before have businesses and customers had so many touchpoints, through new channels and technologies, as today.

As Rachel Aldighieri, MD, DMA points out: “In what seems like no time at all, the variety of channels available to consumers and marketers has exploded, offering all sorts of routes to market for brands, and myriad ways for customers to engage, try and buy.”

In association with Williams Lea Tag (WLT), we went to organisations and asked marketers to tell us about their digitisation strategy, customer communications, and the 'single customer view' – their ability to see a customer’s engagement across all customer communications channels.

We found:
- 43% of businesses currently have either no plan or timescale to implement a digitisation strategy
- 36% of marketers believe GDPR has slowed down their firm’s progress
- 35% of businesses cannot capture and analyse performance data and 49% of marketers claimed they were not able to action any insights from channel performance analysis

As Jonathan Simpson-Dent, EMEA CEO at Williams Lea Tag said: “The days of the well-trodden and predicable path to a physical check-out are gone. For most consumers, this simple, well-defined linear journey has been replaced by multiple virtual tributaries and collision points along the path to purchase. Organisations are scrambling to keep their brands afloat in the choppy waters of disruption - digitising customer journeys is imperative for businesses today and organisations that do not embrace digital transformation stand to lose relevance and market share to more adaptable rivals."

Read the full report to learn more about digitised customer journey:

Evolving the customer journey: Digitisation, omni-channel and technology trends