We often think about customer journey as a series of touchpoints and device interactions. The customer opens an email, visits a website, or opens a mobile app. But it is often more meaningful and far more rewarding to examine and understand the customers’ state of mind as they progress through the...

The basic concept of a customer journey has been around for a very long time. From the early days of direct mail, marketers could target their print collateral to arrive at a household generally within a few days’ time range, perhaps triggered by receipt of a product registration card or scheduled...