The World of Customer Journey Analytics
While data helps orchestrate customer journey, it is important to have a framework on how to map the customer journey, how to measure what is working, and understand how to use it to optimize for better profits. This enables professionals to better understand the way customers behave when they interact with the steps involved in a service. These interactions, known as "touchpoints", help marketers define what their measurable targets should be.
In a digital world where smartphones, WiFi and other connected devices allow customers to move smoothly from one experience to an other before the final purchase, businesses need to allow customers to engage in a consistent and seamless experience across multiple channels.
Up-front, this looks very simple. However, there is a lot going on in the back-end. Marketing professionals and analysts need to handle large volumes of data to make such an experience a reality.
They combine all different data sets, use artificial intelligence and machine learning to study the behavioural data. Further, they put together the entire journey that a customer takes with the brand, so that they can identify the best ways possible to make the experience easy, better and satisfying.
And how do they do all this? With Analytics!
Analysis of all of the data that supports the customer journey is the direction every brand heads towards, and it is not the same analytics that you are used to. The earliest versions of analytics was more focused on studying the devices and not the actual "visitors" who were using those devices. Back then, brands did not have the right strategies or the tools to get to know their visitors at an individual level and hence could only study what happened on the devices that they used.
However, in a world of customer journey analytics, it is a different story. Marketers have a carefully constructed personas as stand-ins for their customers. The soccer mom. The grill dad or the yoga enthusiast, and armed with data, each individual behavior is studied before being targeted for further marketing. What makes this better is that, brands can adjust in real time with the changes in customer behaviour to make these interactions even better.