If you want to reach everyone, you are relevant to no one. Yet, with the most advanced technology available for marketing today, there is still a huge gap in terms of being specific in both targeting and messaging towards the
20 Personally, when planning anything CRM related, I map it out against at least generic customer journey from pre-purchase stage to post-purchase experience. Since there are a multitude of ways to use data to enhance the customer experience and be useful,
I’ve previously written about creating a framework for marketing around a very basic customer journey containing four phases - see, think do and care which is a very basic but very useful in terms of planning marketing and communication focusing on the path to purchase.
Open customer journeys on the other hand, are a more in depth look at specific customer segments actual journey pre and post purchase.