The "customer journey" is certainly not a foreign, outlandish concept in 2018. Customer experience executives know they must consider the progression and evolution of the customer relationship. They must understand where the customer has been -- and where the customer wants to go.
Mapping this journey, however, is only part of the battle. In order to truly elevate the customer experience, the business must also understand the customer's intent at given points of the journey. That knowledge is the only way for the business to ensure it is delivering optimal value it each touch point.
It, moreover, is the only way to properly steer customers to more valuable destinations.
The journey and intent concepts are particularly important to the Mondelez snacks companies and its e-commerce director Ganesh Kashyap. Its products may not be historically associated with "e-commerce," but online support/interest is undoubtedly growing. As it does, Mondelez must not only ensure it offers the products customers want to buy online but that it does so in a familiar, comfortable fashion befitting customer preference.
In short, it needs to fully understand customer intent throughout the journey.
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