They say understanding the needs of your customers first is essential. No matter which industry you belong to, understanding customer journeys has always been a common challenge. And now, with so much happening around, it has become even more critical (and more complex) than ever before. Legacy customer journey mapping models are becoming obsolete as they cannot keep pace with the huge volume of customer data that companies deal with nowadays. Businesses, small or big, now need real-time insights to deliver personalized experiences that customers always want.