Digital marketers focus on the customer journey -- all the interactions a customer has with a company, from anonymous prospect to new customer to existing customer. As companies become software-driven organizations, these interactions increasingly become digital moments, as customers interact with companies via technology touchpoints.

From the perspective of the business analyst or business process specialist, this laser focus on the customer journey changes the game for understanding customer requirements, as customers are more interested in experiences than applications, digital moments over software-based capabilities.

What Attendees Will Learn:

• Understand the changing nature of the customer journey in the context of business requirements
• Learn how to rethink customer-facing business processes in terms of digital moments
• Gain a deeper understanding of the paradigm-shifting aspects of digital transformation