The Complex Customer

For many brands, the digital customer journey contains multiple interested parties. Product owners, designers/specifiers, engineers, installers and project teams, all of whom need rich, role specific information - and most of whom do not share information with the next person in the chain.

Whilst complex purchases within industries such as machinery, manufactured goods and DIY/construction have lagged in digital, they are catching up fast. No longer is digital about the “long tail” of customers - instead a new appreciation of the complex buying journey is emerging, with specific teams to enrich product data, advance search and CRM.

We are dedicating an evening’s debate to the “multi-party” influenced digital buying journey and what it means for digital teams, so that peers can share with one another and learn from our collective missteps.