Closing the Gap Episode 6: Understanding the customer journey

In the sixth episode of the Closing the Gap series, produced by BrandHook in partnership with CMO, Pip Stocks talks to CEO of Publicis Australia, Andrew Baxter, on how to truly streamline the customer journey.

Customer experience mapping was very popular in the '90s but since the digital revolution, businesses are finding it hard to work through the myriad of channels that consumers interact with. In this podcast, the pair talk discuss ways to streamline that chaos.

The 11-part Closing the Gap podcast series brings to life issues that most marketers are now facing – the gap between how consumers are behaving and what business is delivering. Over the series, we’ll explore the seven key ways consumer behaviour has changed and what it means for marketers.

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

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