Enabling customer journeys is more powerful than dictating them

If there was a marketing mantra in 2018, it was probably: ‘We put our customers at the heart of what we do.’
It is a cosy, magnanimous claim that speaks well to the boardroom and earns nods in conferences. But under a warm spotlight, the promise often fizzles into hyperbole: a recent Forrester Opportunity Snapshot revealed that while 82% claim a customer-led approach in their journey planning, only 13% of brands have successfully achieved it.
So, given the connection between positiv