Journey mapping vs. journey analytics
While mapping the customer journey is a standard practice to help you understand touchpoint paths, it lacks the insights into behaviours and other details needed to improve the journey end-to-end. Journey analytics can provide a much larger picture of your clientele, giving you the full picture needed to personalise experiences.
Some of the advantages of journey analytics are:
- Data-driven analytics that help create a more well-rounded picture of your customers. Includes behaviour, transactions, and demographics, including when, how, and where they interacted with your brand.
- Up-to-date information, along with the ability to see how that data changes over time and measure it in complex omnichannel journeys. This delivers actionable insights to help teams across the organisation make data-driven decisions that improve experiences and change outcomes.
- Unified quantitative and qualitative data that helps spot opportunities to improve customer experiences, reduce churn, and increase loyalty.
- Uncovering the root causes of customer experience problems through artificial intelligence (AI) and machine learning to help improve service quality and customer satisfaction.
While mapping can offer your business a visual snapshot of the customer journey, journey analytics can be used to directly measure and quantify customer behaviours. Implementing a customer insights tool that has both capabilities will ensure your business is ready to enhance its customer experience.