Marketing is about building and maintaining long-term relationships with your stakeholders. Successful brands or organisations therefore consider their customers as people, taking the Human Drivers as their starting point.

A clear view of the total customer relationship experience is undoubtedly necessary to 'Act Human'. The customer journey therefore is a valuable compass and handy tool to achieve successful relationships with our customers.

Building successful relationships with your customers is not just something you do at one point in time, but throughout the entire customer journey. As an organization, you can consciously focus on these four types of relationship in order to strengthen the value of your brand.