The customer journey is a series of touchpoints that make all the difference.
There’s no such thing as physical business or online business. It is just business. And customers expect the same brand experience everywhere they do business with the organization. Be it in person, on the website, or on other omni-channel platforms such as their mobile phones. Organizations have realized that digital transformation strategies focusing on the customer experience can drive profits and customer loyalty. These organizations have found that creating an engaging and unique customer experience builds a better brand and attracts new customers, which keeps them coming back.
When trying to design a seamless customer journey, it’s easy to lose sight of the customer. A common challenge is a lack of customer data. Customer information is often trapped within the silos of sales, customer service, marketing, and finance—and can’t be linked to create a holistic view of the experience.
A lack of usable data leads to endless debate on what the experience should be, why, and where. As a result, transformation initiatives lose steam, and unsubstantiated assumptions can lead to wasted time and effort.
As we look into the future, the number of technology-enabled touchpoints in the customer journey to interact with the business will grow. This can be overwhelming for organizations and their customers. Analytics related to customer journeys follow how data flows and integrates between systems and applications and investigates the paths and touchpoints that shapes the Customer Journey. Subsequently, the data provides insight into what is truly happening and reveals key opportunities to improve data connections, enabling great Customer Experience.
Some key analysis related to enhance customer experience and drive value are
- Customer Churn
- Marketing Channel
- Channel Adoption
- Conversion Rate
Digital tools are extending the reach of information-gathering, turning a flood of information into a stream of knowledge. This can help organizations predict service disruptions, track employee sentiment on social media, and even cut data tethers in order to make decisions faster.
Organizations are using artificial intelligence to spot trends and predict changes in markets and customer behaviour. They are using this technology to understand customer segmentation, targeting, dynamic pricing and personalization to the next level.