(This is a guest post authored by Ralph Wolbrink, co-founder at Pure Internet Marketing)
Online businesses have access to a tonne of customer data, thanks to the plethora of analytics tools available. (It is not just Google Analytics that does the trick)
Unfortunately, data reveals only the symptoms and tells nothing about the subjective experiences of a user. This is where mapping out the customer journey can be of immense help in understanding the customer better and providing value where they require it.
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