Journey Analytics Drives Better Experiences
Customer experience is the key competitive battleground for businesses and marketers in particular. With continuing investments in CX, even during the era of COVID-19 and global economic crisis, it is clear that marketing leaders cannot afford to lose focus on delivering great experiences. We’ve discussed the importance of journey orchestration, recently covered in The Forrester Wave™ report. Kitewheel was named a leader in journey orchestration, but customer journey analytics is an area we view as being just as important. Here are six reasons why Marketers should care about journey analytics.
Digital Cross-Channel Attribution
Whether during a crisis or not, marketers need to know and understand which spend is most valuable and where they are having the biggest impact. Traditionally digital attribution has been difficult, especially as consumers move between anonymous and known channels. Customer Journey analytics allows marketers to track customer journey performance as it happens at the individual level – digging into exactly what sequence of behaviors leads to which future behaviors. When marketers need to perform digital cross-channel attribution, the solution is the same. Invest in customer journey analytics to see how customers move from interaction to interaction, regardless of channel. This way, you can know which activities truly resulted in a conversion, retention, or other activity.
To personalize in real-time, marketers need to show customers that they know them. Customer journey analytics means tracking customer information holistically, across a connected journey so that information from earlier in the customer lifecycle can influence personalization decisions. By looking at customer preferences or making best-guess decisions based on customer behavior, marketers can deliver better experiences and increase customer satisfaction.
Understanding Customer Needs
When you think about how customers interact with your brand, use your products, or navigate your owned channels, it can be easy to look at how you expect them to interact instead of how they actually do. This is where journey discovery, a practice within journey analytics, becomes particularly useful. By using journey analytics software to track how individual customers travel through your website and how they interact with your other communications, you can see journey paths that your traditional journey mapping exercises may have missed. Sometimes this can even reveal new insights into your product and provide clues for future product development if a common interaction is realizing that your product or service is missing a feature customers truly want.
Journey Analytics Improves Customer Segmentation
Another major use case for customer journey analytics is customer segmentation. While individualized communication is the most powerful way to engage with customers, marketers often benefit form grouping customers into segments. This is useful to understand customer behavior. Instead of guessing what those segments are likely to be, you can instead look at the actual data to identify clusters of behavior and if different demographics require a different experience. For example, a portion of your customers may use English as a second language or be older and less familiar with web-navigation. In either case, this could mean that phone-call and appropriate communication could help close more deals and improve your ROI. Customer journey analytics can help you do this.
More Usable VoC Data
For many customer experience teams, NPS scores or customer surveys and feedback can either trigger a follow-up resolution or an attempt to advance the promotion potential of favored customers. For marketers using customer journey analytics, the use of VoC data can be even more immediate and impactful. With customer journey analytics you can see live trends in NPS scores and customer feedback regarding different experiences – allowing you to see if a given campaign not only engaged customers but provided a positive or negative engagement overall. Not only that but when a low score is reported, instead of waiting for a customer service follow-up, one can be triggered in real-time. Because marketing often owns the interaction channels themselves, this can be faster and more impactful on a customer having a difficult time.
Digital Marketing and Omnichannel Performance
Marketing has evolved from linear push campaigns to more holistic, cross-channel journeys. By focusing on the right statistics, marketers can build more robust campaigns and journeys. To optimize, marketers must move beyond the confines of traditional analytics and embrace the omnichannel customer journey as an innovation driver. This means breaking down barriers, both operationally and analytically between various channels. What happens in the call center can be used to improve the email experience and vice versa. The results can be enormous if you identify these areas for improvement.
Marketers Need Journey Analytics Software
In the increasingly omnichannel marketplace, customers are used to having their needs met anywhere at any time. But what do you need to know to make journeys great at your business? Check out the State of the Customer Journey Report. The report is full of data from real journeys that Kitewheel has conducted over the years. By looking at interaction level data, Kitewheel has identified key trends in the customer journey space. In this report, you can understand the importance of these journey metrics and use that information to plan the journey at your business.