Within a lot of companies the number of customer data sources is large. The number of devices that generate (big) data is growing. Just like the number of communications and offers to consumers and the number of companies that ask for the favors of consumers. The need to be personal and relevant in every step of the customer journey becomes more and more important. 

Many companies have mapped the customer journey of their customers. But the following questions has not been answered:

  • how can we translate the insights from the customer journey into valuable information to improve business processes, the proposition, customer interaction and experience?
  • In other words how can we integrate “the customer” into the entire value chain of the company?

The answer to this and other questions can be found in the expert group’s bluepaper which can be downloaded below.