Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

• Retain – How many return customers does the business get? How many customers churn? • Advocate – How many customers are advocating for the business to other people? The customer buying process has evolved significantly over a period. It is non-linear, involves multiple touchpoints (online and offline), and has become extremely complex. Customers interact with the brand across multiple touchpoints, channels, and devices throughout the journey stages. In fact, due to the proliferation of digital channels and touchpoints, a typical customer gets exposed to a brand or product across multiple points in the buying lifecycle. Therefore, it has become imperative for brands to engage and nurture customers seamlessly across touchpoints. Figure 3: Comparison of Linear/Traditional Customer Journey to a Non-Linear Customer Journey Customers are taking over control of their buying journey and expect brands to meet their needs and preferences. Brands must be prepared to meet customers where they are, provide the next-best offer and next-best action, and deliver a personalized experience that is unique to an individual. Consumers expect the companies they interact with to know them and anticipate their needs. Meeting these expectations can be challenging because it requires combining data from multiple solutions within their tech stacks to get a clear picture of an individual customer and act on those real-time insights to deliver a truly connected experience. Therefore, marketers should consider customer needs, preferences, and behavior across various journey stages while designing customer experience management model. © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 49 The Three Most Critical Aspects for Implementing Holistic Customer Experience at Scale