A customer will touch a company in many different ways before a deal is made. Before you rent your first ZipCar, you’ll have talked to friends about it, checked ZipCar’s website (and comparison websites), and maybe even called the company. From ZipCar’s perspective, all of these touchpoints are important because if you hear bad reports or find the website and call center hard to manage, you’ll very likely opt for the safe option of a Hertz or an Avis.
Tracking the Customer’s Journey to Purchase
A research tool gives real-time insight into what actually drives purchase decisions.
August 17, 2012
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Customer Focus Course
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Learn how to keep your customers—and their most important needs—front and center.
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.