Customer Journey Analytics
CONTEXT The Customer Journey is the new Funnel
In an increasingly digital environment, the customer journey has evolved to become the new "funnel" to optimize. Users do not always follow the paths that are designed for them, generating unexpected paths. In this context, it is essential to identify friction points and critical moments ("moments of truth") to improve user experience and operational efficiency.
Measuring efficiency in processes and channels becomes key to determine customer satisfaction and optimize ROI.
THE CHALLENGE Optimizing return on investment
The main challenges faced in Customer Journey Analytics include:
- Identify "dropout" customers in omni-channel journeys to reactivate them.
- Data FragmentationThe need to consolidate data dispersed across multiple channels to obtain a unified view of the customer.
- Understanding BehaviorMap and analyze each step of the customer journey to identify patterns.
- Friction Identification: Detect friction points along the route to improve the customer experience.
ADVANTAGES Benefits
The implementation of Customer Journey Analytics offers several benefits:
- MeasurementProvides detailed metrics on the impact of marketing campaigns, actions and processes.
- CustomizationFacilitates the segmentation and customization of real-time interactions.
- Organizational AlignmentOffers a common platform for improve interdepartmental collaboration.
- ROI optimizationHelps track and optimize the return on investment. investment in customer experience initiatives.
SOLUTIONCustomer Journey Analytics POC as a Service
The Customer Journey Analytics solution offers:
- Multi-route Journeys and Funnels MappingIdentification of the paths that users follow, including routes that lead to conversion and those that generate friction.
- Proof of Concept (POC) as a ServiceIt is a quick win that allows to validate the service and to estimate the ROI of reactivation.
- Identify "dropout" customers in omni-channel journeys to reactivate them.
- Identifies multi-step paths and funnelsThe company creates segments to reactivate, based on customer traces, and creates segments to reactivate.
- Rapid deploymentusing SaaS, and findings workshop.
- Data Architecture and Environments: Integration with customer systems such as ERP, CRM, eCommerce, Web, App, CDP, etc., to ensure omnichannel traceability and a unified customer view.
CASES Use Cases
In an increasingly digital environment, the customer journey has evolved to become the new "funnel" to optimize. Users do not always follow the paths that are designed for them, generating
- Use case: Retail ROPO
- Case: Customers who do research on online channels, but then buy in-store, or vice versa.
- Challenge: Map and identify customer journeys between our online and offline platforms for optimization.
- OpportunitiesIdentify and reactivate the audiences of customers who have abandoned the purchase journey between channels. Attribute the real weight of the channels to each purchase transaction. Identify moments of truth.
- Use case: SAC Customer Service
- Case: Customers who have an open incident in the S.A.C. but continue to receive commercial offers or disconnected in other channels.
- Challenge: Map and identify customer journeys between our online marketing platforms and Customer Service channels for optimization.
- OpportunitiesIdentify customer audiences that have abandoned the purchase journey due to some kind of friction that has generated an incident, and channel them into a retention and loyalty journey.
- Use case: Marketing funnel & Sales pipeline
- Case: Customers who start the journey on digital channels, but must finish the engagement through a remote or in-person agent.
- Challenge: Map and identify customer journeys between our online platforms, and internal digital recruitment processes through agents for optimization.
- OpportunitiesIdentify customer audiences that have abandoned the journey due to some kind of friction in the contracting process, and reactivate them towards an acquisition or conversion journey. Identify moments of truth.
- Use case: Business model through agents or third parties
- Case: Business models where customer management crosses both proprietary channels and applications, as well as those of agents or third parties.
- ChallengeCustomer paths between own platforms and those of agents or third parties are mapped and identified for optimization.
- OpportunitiesIdentify customer audiences that have made the journey through different applications or channels to uncover moments of truth on agent or third-party platforms, and trigger supporting communications.
We invite you to schedule a personalized session and we can tell you more about our Customer Journey Analytics solution.
