Process of evaluating and aiming to improve the digital experience a customer engages in as they move towards making a purchase. Increasingly digital leaders are recognizing the importance in optimizing the whole customer journey, including every touchpoint with the aim of reducing friction. Customer journey optimization is aimed at achieving growth by reducing drop off and ecommerce cart abandonment. It aligns with a customer centric growth strategy that places great importance on the voice of the customer VoC and understanding what customers need and want.
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