Customer Journey Analytics
The Customer Experience Management GPS
99% of the actual customer journeys looks different than the Customer Journey Map. Navigating the customer journey based on up-to-date and correct data is possible by using Customer Journey Analytics. According to CMSWire, Gartner identifies four steps: Gathering, Connecting, Visualization and Acting. Allowing you to design, realize and manage the best customer journeys.
Did this happen to you while on holiday? While driving on a (new) motorway your navigation system thinks you are driving through a meadow. The navigation system is giving directions based on how the road system used to look. Resulting in disorientation with the driver and the wrong expected arrival time. Fortunately this is a disappearing phenomenon because nowadays we have more technology based on real-time data to navigate us to our destination.
In many cases we still have a long way to go when looking at the ‘navigation’ of customer journeys within a company and managing the customer experience. Often it seems navigation is done the way explorers Abel Tasman and Columbus had to do it: using binoculars and a sextant and based on sketches of what people thought the world looked like. If it was cloudy you estimated where you were on the sketch. Many Customer Journey Maps are created the same way: with a group of internal experts we sketch what we think the customer journey map looks like. We then somewhat validate this with a qualitative research. It is therefore not surprising that from our analysis, based on internal data sources, 99% of the actual customer journeys looks different than the Customer Journey Map.
Therefore, if you would like to prevent sending a customer in the wrong direction, start navigating within the customer journey based on up-to-date and correct data. To make this possible universities (e.g. TU/e and JADS the data science graduate school of the TU/e and Tilburg University) and innovative companies such as Underlined are working on making Customer Journey Analytics possible. According to CMSWire, Gartner identifies four steps:
- Gathering: By integrating all relevant data sources around the customer journey, customer journey data are added to the customer view.
- Connecting: Using customer journey models and text algorithms different data flows are interconnected, creating an integrated customer journey customer view.
- Visualization: The actual customer journeys are made insightful. The insights are visualized and made actionable.
- Acting: Based on this you can deliver improvement insights to design, realize and manage the best customer journeys.
Once you have gained experience to work with a real-time customer journey dashboard you will come to same conclusion as with your navigation system: ‘I don’t know how I ever did without it.’