The effect of poor business process requirements management and the pandemic have greatly accelerated the pace of change in experience gaps and customer journey measurements in an end–to–end business process, which in turn has defined the new initial reference and final threshold points.

It is ascertained that customers from the initial point of their journey have turned to company websites, sales funnels, and social media channels to answer their queries, in areas beyond their control and scope of knowledge to attempt closing experience gaps. The drive to unify the sources of knowledge and assistance in closing the gap is urgent and growing most rapidly while requiring digital transformational data that can predict customer and process requirements information for making relevant knowledge available to employees, stakeholders, and automated systems.

Real-time information is highly needed to support customers throughout their entire journey to boost customer experience and business outcomes. Hence the need for automated bots with rapid coordinated efforts of customer service representatives to handle repetitive tasks, while delivering proactive outbound contacts with customers.

The introduction of digital customer journey measurement with integration strategy will provide long-lasting solutions and huge benefits towards sustainable development in businesses.