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The Customer Journey begins in the mind

At the annual conference Handel & Wandel, the Management Forum of the Handelsblatt Media Group brings together companies and service providers from the convenience industry. Under the motto “Seizing opportunities, accepting challenges”, participants discuss trends, change and challenges and exchange ideas on new concepts, opportunities and solutions for industry and trade.

“We see an endless journey”

At this year’s conference in Berlin we were represented by Executive Creative Director Robert Lettau and Account Director Jens Tarnowski. In their keynote speech “The Customer Journey begins in the mind” they talk about the importance of holistic brand experiences for long-term customer loyalty and the path to the Seamless Customer Journey.

The path is the goal

They show how important it is to look at every touchpoint with the client, turn them into experiences and thus design every interaction in such a way that it pays off the brand promise. The aim is to logically link all touch points in the buying process and thus achieve a holistic brand perception. They talk about the importance of the brand, silo thinking, the way from multi-channel to omni-channel and why even going to the toilet is an important part of the brand experience when shopping.

Fotos: © Willi Nothers / Management Forum

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