I like breaking down moments in a customer journey. Gives us hope for 'solving' the required interaction and knowledge and resources involved. A way to solve a related business process model? Or using a Cog to provide insight? Here Google and McKinsey talk the identification process. In ThinkWithGoogle:
" ... Mobile is changing how brands communicate with customers—from the way they identify key moments of opportunity to how they create a great user experience. Google's VP of Marketing, Lisa Gevelber, spoke with McKinsey's David Edelman about micro-moments and how they fit into the customer journey. ... "
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