Author: Gerald Huffman

Most companies know when revenue is under pressure. What they often do not know is where the revenue is actually leaking inside the customer journey. That distinction matters. A CPG brand may assume the issue is price. A retailer may assume...

Is Pricing Perception Hurting Purchase Decisions—and How Can Customer Journey Mapping Fix It? If you’ve had to make pricing decisions over the last few years, you’re not alone in feeling a bit uneasy about it. The 2020 – 2023 stretch...