Customer Journey Analytics Measurable using journey maps

You spend time and a lot of resources to develop a detailed and an
impeccable journey map. You have consulted widely to bring on board,
customer experience, marketing, sales and the rest of team. Everything
seems fine and you feel proud and satisfied with yourself.

But this feeling soon goes away when you realize that more data and more information are needed to measure customers’ real experiences. Well, this is where customer journey analytics comes into play.

Customer journeys are instrumental in appreciating and understanding
your clients, their needs or challenges they are going through; so that
you can intervene and create a better customer experience.

Customer or client experience issues; differ in magnitude from easy
to difficult, and the repeating ones are usually complex as they
normally occur over time, channels, and fall in-between the fissures of
organizational silos.

By integrating customer journey analytics (CJA) with customer journey
mapping (CJM), one is able to analyze and track client interactions
hence making it easier for organizations or companies to recognize and
act on complex customer issues that could have occurred along the
customer journey.

By developing a multi-dimensional customer experience (CX) program
that incorporates CJM and CJA, organizations can effectively leverage
the advantages of both qualitative and quantitative insights. It is
prudent to include both CJM and CJA because data minus context can
easily be misinterpreted or misunderstood. Moreover, qualitative
knowledge can be risky without a full comprehension of the data behind
it.

Difference between Journey analytics and journey mapping 
Before we proceed, it is important to understand the dissimilarities between journey analytics and journey mapping.
Customer journey mapping is basically the act of documenting or
recording consumer behavioral flows and using them to develop the ideal
experiences for common actions.

Customer journey analytics on the other hand is a program that links
data across time and channels, so as to measure or quantify all
behaviors. To explain it in a nutshell, CJA is a quantitative program
while CJM is a qualitative exercise.

Journey maps offer perfect beginning points for CJA however, without
the linked data, journey mapping is just another smart theory.

Combining CJA with CJM to improve on decision making

As stated earlier, pictures lacking data are just theory. Data gives
meaning to pictures. Adding data is the initial and most crucial step in
making CJM truly actionable.

Minus data, journey maps are at most, an independent observation of a
small sample of customers and at worst a theory fabricated by several
sections of an organization that is centered on their own understanding
of customer behavior.

Customer journey analytics is the solution to all this problems as it focuses your CJM on solid data, rather than just opinions.

Millions and billions of customer interactions can be documented over
time via numerous sources such as point of sales systems, websites,
email marketing platforms, cell center logs, data warehouses and IoT
devices.

By analyzing all these information in real time, journey analytics
provides you with a powerful and effective tool for identifying the
essential customer journeys which can then help you to focus on the
opportunities that greatly impacts on your business objectives and
goals.

Furthermore, by understanding the most important journeys (intents,
experiences, and moments of truths) your customer experiences, journey
analytics can be effectively deployed and utilized. As regards
deployment, CJA can be instrumental in prioritizing data sources that
have interaction information for the primary journey.

A detailed customer journey mapping exercise contains either the
precise data needed to measure performance, or a clue on where to look.
From the utilization point of view, journey maps can act as the
foundation blocks for analysis of finite list of principal things (i.e.
key journeys) that your customers are required to do.

While groups or individuals will be able to carry out any adhoc
analysis they want, the qualitative awareness of primary journeys will
fast-track the original analytics build out to understand performance.

Listening and understanding your customers The most important bit to
any five star customer experience is listening to you client feedback
and utilizing it to enhance their experience. Most organization achieves
this through gathering of unstructured and structured feedback from
clients or customers in a survey format.

These programs are normally used in measuring satisfaction level or
NPS metrics, from a specific interaction level and the overall company
performance. With this data, organizations can still analyze the
underachieving areas (i.e. under performing interaction or poorly ranked
agents) by using text analytics solutions or by doing it manually.

This is useful in identifying the causes of customers’ frustrations
and providing concrete solutions for improvement. While it is essential
to understanding and measuring customer satisfaction, this method is
ultimately restricted to the surveys and the self-reported information
provided by customers.

Linking customer data to customer journey analytics can create
additional benefit to both programs in numerous areas. Firstly, by
linking journey data to the survey, you can be able to study the actual
behavior preceding the survey and avoid relying solely on user reported
data.

Because customer interactions are complicated and frequently consist
of numerous activities and steps, there are 2 main techniques to this
attribution exercise.

1.The first one is to associate everything the client did to the
survey, then rely on multivariate data analysis or aggregated data
analysis to gain insight on real drivers of the survey.
2 The other option is to identify the associated detailed events in the
journey data and then compare the identified behaviors with the survey
response reasons.

If a customer correctly states their primary (survey) reasons, then
it’s a sensible assumption that they might have demonstrated some of
those behaviors in the previous interactions.

In conclusion, organizations can no-longer afford to go through
customer experience and marketing using journey maps based on the
outdated perception of the customer’s real world behavior. It is about
time that we start adding data to the picture and creating meaning from
our qualitative data.

That is why we as an organization have a product which integrates with Cisco Finesse and Avaya Breeze to provide Journey maps which provides the customer journey analytics.

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