The Customer Journey Challenge: As consumer interactions continue to grow, marketers must optimize the customer journey across multiple touchpoints. The rise of customer interactions with retailers worldwide has surpassed 3 billion touches, with digital channels accounting for the majority. Marketers must approach optimizing the customer journey with a variety of digital and physical touchpoints. Optimization of the customer journey is becoming increasingly prevalent, with 77% of respondents in a survey conducted by Adobe saying future digital plans involving the customer journey would be "very important" over the next few years. However, the real challenge is how to use the data gathered in an efficient and effective way.
