Post on 10-Jul-2020
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© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Use Data To Understand And Optimize Customer Journeys
Tina Moffett, Senior Analyst
June, 2018
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Brands must win in customers’
moments.
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“Journey science is fast becoming the weapon
of differentiation, and the foundational fact
base to run the most efficient, profitable
businesses centered on the customer.”
– Lori Bieda, VP of business analytics and insights, Bank of Montreal
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The journey extends to all touchpoints….including marketing, services and sales
Known customer touchpoints
can be traditional advertising
and trackable marketing
channels
Unknown customer
touchpoints, like
competitive advertising
can influence buying
decisions
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Journey analytics combines
quantitative and qualitativedata and focusing on the actual flow of
experiences, journey analytics helps
people and systems orchestrate
transitions across actions,
channels, and events.
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Journey analytics can help both marketing andcustomer experience create relevant experiences
Source:
Reduce costsStem churn
Improve brand perceptionReduce complaints
Create patterns of
interruption Decrease number of steps
to conversion
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Prioritize controllable
journeys and
touchpoints
Connected customer records
Leveraged employees to gain a
deeper und. of
customers' motivations
Piloted controlled, measurable
journey experiments
Socialized journey
successes and pain points
Mapped out new data
connections
Hired or borrowed
moreanalyticsexpertise
Agitated for relevant
technology investments
A phased approach…
• Identify the right data sources
(quantitative and qualitative)
• Frequency/Duplication/Normalization
• Leveraging current analytics
approaches
• Leveraging existing technologies
• Testing journey
hypotheses
• Running controlled
experiments
• Socializing data-driven
journey visualizations
• Creating road maps for expanding
data sources
• Partnering to add (predictive)
expertise
• Identifying legacy technology that
hampers journey improvements
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Journey analytics tends to start pragmatically
A Major credit card
company was spending
millions of dollars on
digital advertisements,
resulting in low
conversion.
Pain
• Transaction data
• Social media
behaviour
• Profile data
• Mobile behaviour
Data Inputs
High-value customers
regularly watch the
Food Network and
shop at Whole Foods.
Key Insights
25% higher conversion and
$3.5 mln savings in yearly
digital ad spend
Outcome
At Eneco, the
customer service team
found that certain
journeys, like moving,
started on the website
but triggered high call
volumes.
• Connected
customer's web
ID and contact
center ID
• Browsing history
Able to understand
which product features
confused customers.
Realized that
customers who
phoned the call center
after reviewing their bill
online often had
questions related to an
upcoming move.
Improvements made to
web functionality and agent
scripts. Regular meetings
so employees can see
where customers drop off,
jump to another touchpoint,
or take a step back in their
journeys. This real-time
analysis helps more quickly
define & prioritize fixes on
which its Agile teams work
Pain/Promise Data Inputs Key Insights Outcome
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Start journey analytics with a data driven journey map
Use first party data to sequence digital journeys
Analyze journey volume and velocity
Group similar journeys into segments
Overlay media exposure and social sentiment data over time.
Funnel data-driven journey insights into predictive and prescriptive models
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CX Pros and marketing use journey analytics to craft consistent messages and brand experiences
Use Journey Analytics to:
• Create better content and better placements
• Move more customers through digital journeys faster.
• Coordinate “co-journeys” for lower costs and improved brand consistency.
CX and Marketing works together to….
• Ensure brand, message is consistent with other experiences across different touchpoints.
• Identify pain points and bright spots of the journey and coordinate with marketing to ensure the right cadence of touches.
• Identify existing customer journeys and sequence interactions across marketing touches, sales, and service.
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SAS Customer Intelligence tool examines journeys across all marketing touchpoints to inform planning
Source: SAS Customer Intelligence 360
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Be prepared: journey analytics is a mindset, not a tool
› Start with a fact first mindset
› Become data stewards
› Improve the customer’s most important journey
› Let the machines do their work
FORRESTER.COM
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Tina Moffett
tmoffett@forrster.com
212.857.0769