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Orchestrating the customer journey: why and how to implement it?
02/03/2026
Customers no longer follow a linear path. They navigate between stores, websites, apps, and social media, interact with dozens of touchpoints, and actively build their own experience instead of following the path laid out for them. Why is this a problem? While customers expect a seamless, personalized experience, most companies remain trapped in their organizational and technological silos, unable to coordinate their different interactions in a coherent manner.