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Customer Interaction Pathways
The various routes through which customers engage with different marketing levers, from initial exposure to conversion.
Implications
The various routes and channels through which customers engage with a brand, from initial contact through to post-purchase support, often mapped to optimize the customer experience and streamline processes.
Example
Example: A financial services firm maps out customer interaction pathways to identify friction points in the onboarding process, leading to improvements in digital sign-up procedures.
Related Terms
Different from customer journey mapping, which focuses on the overall journey, interaction pathways specifically look at the channels and touchpoints used during the journey.
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