A digital customer journey “has to be a full end-to-end cycle,” said Diego Tartara, Globant CTO Latin America. “It starts from the actual need and goes all the way to the usage of the product or brand. The journey is not only the touchpoints with the digital tool. It has to do with the end-to-end relationship between a specific user and a brand or product.” There are several components that go into an effective and innovative digital journey. “The first is identifying your customer,” he said.