Master The Customer Journey Companies and organisations have invested heavily digitalizing services for their customers, making it easier to access info, products and self-services. It’s used all the time and from all devises. Yet, when a customer want’s to interact or is in need of assistance, they are often forced out of their digital context into a traditional channel like phone or email. The opportunity to help the customer ‘at the moment of need’ in a digital context is then lost and money invested in digital transformation is wasted.