The customer journey is vital to success in the age of the customer, and as technology advances, collecting data can help personalize the experience from start to finish. At MARKETING this week, Antonio Sciuto, CMO of Nestlé Waters, will share insight into the company’s brand new ‘war room’ that displays real-time data showing customer journeys and tracking customer touchpoints.
You don’t want to miss Antonio’s talk on Tuesday afternoon. I had the chance to chat with him to get the inside scoop on how he’s leading his organization with a customer-obsessed mindset, from real-time data to customized customer journeys. Here’s what he had to say:
Q: Some may find it hard to see the applicability of customer journey analysis to a product as "simple" as bottled water. When did you first begin focusing on the customer journey? Why?
Antonio Sciuto: Digital is accelerating and changing several aspects of our lives. In the US consumers are now spending 52% of total time on digital media channels. This is evolving the consumer journey shifting marketing focus from building databases to fostering communities. We aim to offer a seamless brand experience evolving from “simple” bottle water to healthy hydration solutions across all touch-points, online and offline.Read more