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Whatever the confusion may be, the root cause is that you most likely don’t have a clear grasp of the customer’s journey to purchasing your product or service. The best way to understand the journeys of your customers is by asking them.
The whole system has confused many drivers, and payments must be made on the phone or online, as there’s no toll booths at the Dartford Crossing on the M25. The signs at the crossing are confusing drivers, and an AA poll found that 60% of drivers were getting confused by the whole thing.