Econsultancy has conducted some great research about the organisational issues that are central to managing the customer journey.

I found this chart extremely interesting since it helps explain so much that is wrong with the way companies manage this vitally important issue.

As you can see, both company respondents and the agencies thought that it was primarily a digital marketing issue.

Of course the digital channel is extremely important but it is only one of the components. Now when you consider - excuse the gross generalisation - older consumers are less likely to be using digital as much as young ones, you see the problem.

However, this does explain an awful lot since so often the customer journey is portrayed as only being about touchpoints that involve digital. Mmmmm. This is an issue that needs addressing.

Image via flickr

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