In this series, we’re breaking down everything you need to know to use customer journey maps in your utility. If you’re just checking in, start with the what, why, and how blog entries.
Fewer than half of marketers feel confident their organization understands their customer journey. This could be because the sheer number of customer engagement channels available now makes it far more difficult to establish how different points of contact are perceived. Achieving a single view of the customer may be particularly challenging for large multifunctional organizations like utilities compared to smaller companies, for similar reasons—their systems are perhaps just too large and complex to track effectively.