Today’s customer journeys are nonlinear, cross-channel, and emotionally complex. Brands struggle to understand and act on customer intent, often due to siloed data and disjointed systems. Capgemini outlines a solution through Customer Journey Management (CJM), built on four pillars: Journey Design, Personalized Orchestration, Real-Time Interaction, and Unified Analytics. By integrating these, brands can deliver contextually relevant, emotionally resonant experiences—keeping customers on a "happy path." The report emphasizes ongoing refinement, sustainability, and aligning internal operations to create frictionless, data-driven engagement across the full journey.

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