Research shows that most customer-focused organizations use journey maps to plan how to engage with customers across different touch points and communication channels during the customer life cycle. This concept is great in theory, but it falls short when trying to understand the customer experience.
What’s wrong with journey maps? To start, they represent what you think your customers’ journey is, and not the real journey. Moreover, journey maps are static – while customer channel preferences and behavior is constantly changing, the journey map stays the same until you manually redraw it.
Is there a better way? Yes. There’s a new approach to analyzing customer engagement, which, unlike traditional journey maps, pulls out live customer data and updates this on a daily, ongoing basis.
What kind of customer data, you may wonder? Well, any customer data you can imagine: calls, email, chats, web sessions, IVR, CRM data, billing transactions, and any other information that can add to your understanding of the customer experience.
By analyzing this data, you can create unique customer IDs which factor in the underlying motives behind each interaction and transaction. Sequencing these events across the timeline then generates a visual and interactive customer journey that helps you understand why customers are calling, why they transitioned from web to the contact center-based service, and how much effort they put in to resolve issues.
Journey visualization is especially important in light of the research showing that the top customer service challenges arise when communication channels are managed as silos. This research also shows that the top reasons companies invest in analytics are to increase customer satisfaction (70%), improve customer experience (67%) and reduce operational costs (60%). The new analytics approach for customer engagement analytics addresses these needs by providing actionable insights otherwise not available. It identifies opportunities for improvement in a range of areas such as inbound call volume reduction, sales increase, reduced customer effort and churn, and improved compliance.
To learn more about this topic, read the Ventana research paper on Visualizing the Customer Journey Using Analytics.