Customer journey mapping is a hot topic, but many organizations don’t get full value out of their maps. To truly unlock the potential of a customer journey map, you need to understand the role of journey analytics.
A journey map is just a tool. It’s a picture of the steps of the customer journey. For example, a bank might create a map showing the steps to set up a new account. The steps could be: research, selection, sign-up, configuring and connecting online, delivery of checks and ATM card, and activating card.
The map gives you a clear view of these steps, but that is not the end goal. The value comes from using this data to make improvements. That’s where journey analytics comes in.
Journey analytics lets you understand exactly what the customer thinks and feels at each step of the journey. To continue with our banking example, perhaps a customer calls to ask, “Hey, my ATM card never arrived. What’s the delay?”
First, of course, you need to help that individual. But journey analytics lets you go beyond that, to find out if a step in the journey is causing concern or frustration. For instance, you can determine how many calls you get about delayed ATM cards. You can see if the call volume on that topic has increased recently. You can figure out how long the average customer waits between opening the account and calling you.
Maybe your shipping process is too complicated. Maybe you just need to let customers know how long cards usually take to arrive. Journey analytics uncovers the stumbling blocks along the way, and helps you remove them.
You can start doing journey analytics using the CEM processes you already have in place. It requires narrowing the scope of your analysis to individual stages of the journey instead of the whole customer experience. Apply text analytics and sentiment analysis, and you’re on your way.
Journey analytics lets organizations understand both quantitative and qualitative data about each step in the journey. It combines customer feedback with behavior, so you can understand the journey from the customer’s perspective. You can then choose which parts of the journey to focus on and improve.
Your customer journey map is essential, but it is just a pretty picture without journey analytics to make it come alive.
Ready for more? View the recorded webinar, “Demystifying Customer Journey Mapping: A Practical Approach to Using Customer Journey Maps & Analytics.”
Susan Ganeshan is Clarabridge’s Chief Marketing Officer. Under Susan’s leadership, Clarabridge Marketing produces insightful, educational content that enables business leaders to deliver on the promise of best-in-class customer experience. Follow Susan on Twitter @.