The customer changed. And marketers, advertisers and business owners are still playing catch-up in a world where buying decisions are made not in months or days, but in seconds.The enemy in today-s customer environment? FRICTION. And those who can minimize friction, guiding potential buyers rapidly through the -tornado funnel- buying process, will win. But taming friction is no small feat. It takes the seamless integration of marketing, product, e-commerce and service into a cohesive, friction-free customer experience. And that-s something today-s siloed companies are still not set up to do, resulting in a bevy of new C-Suite leaders, including the Chief Experience Officer (CXO).The 10-second Customer Journey provides the playbook for growing and retaining customers in a landscape transformed by digital. Todd Unger, CXO of the American Medical Association, provides a step-by-step guide based on three decades of consumer marketing, advertising, digital product and digital marketing and
