Quote: Don’t Prematurely Define Consumer Purchase Paths

“Paths to purchase are not linear or rational. The planning of the trip is not the journey. And the customers’ starting point is often not where we believe the starting point is. The funnel has morphed into a journey map. The question is, ‘How do we organize around this journey to support people along the way?’ We can’t push people through a process.”

-Ron Rogowski, VP and principal analyst, Forrester Research, on understanding the “connected consumer.”

Rogowski spoke at the Forrester Customer Experience event on June 25.

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