Expectation vs. reality
However, as promising customer experience optimisation is, it is equally as challenging to implement and measure. The same study by NTT Data reveals that despite the positive effects some organisations are reporting, only 32% state that they are able to perform analyses that consider the data relationships across different cp number philippines touchpoints and only 26% of organisations are able to define and track the value of CX. Without these capabilities though, it is difficult to effectively optimise the customer experience. – only 12% of customers are saying that they perceive customer experiences as satisfying.
Improving customer experience begins with better understanding how your current customers are perceiving the interaction with your organisation, in other words, understanding their individual customer journey and how they are moving between different touchpoints. Customer journey analytics is a marketing discipline that focusses exactly on that. It provides a wide range of analytical methods to better understand customer behaviour and related aspects, such as what the customers’ goals are, where they encounter friction and even which events cause churn.
Three examples for successful journey discovery analyses
There are different aspects within the field of customer journey analytics and in this article, we will focus on journey discovery. Using a fictitious dataset to illustrate the possibilities, we will show three examples of how you can use your customer data to find out more about the journeys your customers are taking when interacting with your business and the role of different touchpoints within this process.