When many brands talk about the customer journey, they are often talking about how their customers interact with their products and services up to the point of purchase. But for DICK'S Sporting Goods, the customer journey is actually an athlete’s journey—and that journey doesn’t end at the point of purchase.
Kate Fedishen, Vice President of Marketing Transformation at DICK'S, notes that as athletes have become more informed about their sports, their expectations have risen. DICK'S in turn continually increases its own expectations about the products and services it delivers to meet its customers’—or athletes’, as the company refers to its customers—needs.
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