TABLE OF CONTENTS
Chapter 1:
Chapter 2:
CEX SELLS
DARE TO STAND OUT THE CUSTOMER JOURNEY DOES NOT EXIST
How to find the balance between what customers want and what your organization needs......................... 10
Chapter 3:
How to translate your brand values into distinctive experiences ..................44 M&M’s............................................ 52
The Royal Concertgebouw & Netherlands Philharmonic Orchestra ...................................... 18
Nutricia........................................... 56
How data is needed to create tailor-made customer journeys ...... 78
Porsche.......................................... 60
Philips............................................ 84
Australian and New Zealand Banking Group .............................. 22
Brussels Airlines............................ 64
Caterpillar...................................... 88
Gas Natural Fenosa....................... 26
Tony’s Chocolonely........................ 68
The Natural history museum London............................ 92
Cleveland Clinic ............................ 30
General Electric............................. 72 Netflix............................................. 96
Unilever.......................................... 34 China Rapid Finance.................... 100 Trov................................................ 38 T-mobile....................................... 104