|photo credit: stirling june 2015, via photopin, (license)|
In my new report for marketing leaders, "How to Align Customer Experience With Marketing Channel Operations," we explore the customer journey in the age of the empowered consumer. Today's smart devices and social media do more than just change the ways people consume information and see ads--they also alter the way consumers consider, select, use and advocate for products and services. As a result, one of the key goals for customer experience programs must be to map a journey that identifies new ways to deliver not just satisfaction and usage but loyalty and advocacy.
Understanding the difference between a satisfied customer and a loyal one is vital if marketers are to deliver long-term success with customer experience programs. To read more about what loyalty means, how marketers often measure it incorrectly and how this damages brands' customer experience and business outcomes, please visit my complete Gartner blog post.