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August 24, 2026

Viewpoints

Building CRM Around Product Ownership

Manufacturers should build customer data around product ownership instead of the initial sale, creating a stronger foundation for service, support, and long-term customer engagement.

Why Mapping Every Customer Journey Is the Wrong Goal

Journey mapping is useful, but mapping everything creates noise. Service leaders get more value by focusing on the journeys tied directly to business KPIs and managing those with clear ownership and measurement.