Tactic: Contextual email marketing and customer journey mapping. “With over a million consumer emails in our database, we imagine a million versions of an email with product recommendations,” said Michael Gawtrey, director of customer relationship management and loyalty at Home Hardware Stores Limited.

According to August 2020 polling by Ascend2, 58% of marketing professionals worldwide thought customer feedback surveys were the most effective way to collect data for mapping customer journeys. Surveying customers has advantages in a privacy-first world. Surveyed users, or panelists, consent to share their information and opinions.