To optimize customer experience, it is necessary for any company to listen to its customers. With the advent of social media and mobile, customers have got more options to reach out to companies. This makes it even more important for companies to listen to customer experiences across channels and then predict customer’s behavior. For this program to work as a well-oiled machine, it is imperative that companies identify customer journey and invest considerable amount of time, energy and money in developing journey maps. It will pay off in the form of improved customer loyalty, better brand image and improved profitability for the businesses. Let us know your thoughts by commenting below, or reach out to us on Twitter: @NICE_CX.