What’s the purpose of your business? To create customers, of course. As you look to scale and grow, to transform your business, beware the trap of considering your business transformation initiatives solely from the perspective of internal processes.
This report is written for digital decision makers who want to know how their peers are succeeding at business transformation efforts using persona and customer journey maps to change their entire organisation.
Based on a survey of over 255 CMOs across Australia and New Zealand, this report describes how leading organisations consider the entire customer journey, and how they use CRM to underpin and orchestrate the entire lifecycle, not simply as a sales or support tool.