Most customers don’t come into the car buying process knowing exactly what they want. In fact, many customers find the experience overwhelming and nerve-wracking.

Easing those fears and delivering a personalized and convenient experience starts with knowing where customers are on their journey.

That’s where detailed customer journey mapping comes in to help brands understand the unique needs of their customers and provide relevant, empathetic service. Beth Mach, Chief Consumer Officer at TrueCar Inc., says it’s crucial to understand the highs and lows of the entire customer experience.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.