1、RESEARCHREPORT2023-2024Brought to you in association withINSIDEWhy and how enterprises are evolving from brand-led journeys to customer-centric journey enablement.How an intelligent journey experience transforms business operations,customer satisfaction and competitive advantage.Insights and case st

2、udies from Annette Franz,Jim Tincher,New Balance and Alterian.DISCLAIMER:The information in this piece does not constitute as legal advice and so should not be regarded as such.THE STATE OF THE CUSTOMER JOURNEY EXPERIENCEFree customers from pre-defined journeys and enable them to explore your brand

3、on their own termsForeword and about the respondents For several decades,a customers experience of a brand or organization has been designed and delivered by the brand itself,putting the journey map at the heart of experience management.The introduction of advanced CX technologies,however,and an exp

4、losion in devices,touchpoints and omnichannel capabilities is now pushing the boundaries of the customer journey experience,empowering customers with the freedom to take their own journeys on their own terms.This evolution from brand-led to customer-led journey enablement is fostering loyalty and dr

5、iving revenue and innovation,giving many organizations a competitive advantage.But the state of the customer journey experience at present demonstrates there are many challenges for other organizations to overcome.To find out more,CX Network partnered withAlterian to conduct market research into the

6、 state ofcustomer journey experiences at present and howthose experiences may develop into 2024.Between July 10 and August 20,2023,100 CX Network members shared information on what their organization is doing to understand evolving customer needs and behavior throughout the customer journey,the qual