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CUSTOMER JOURNEY ANALYTICS:

HOW TO MIND MAP YOUR CUSTOMER

In today’s digital world, customer journeys are complex. Each
journey involves multiple channels. multiple channels and touch
points over different phases. Therefore, it is crucial for businesses

to map trends in such customer journeys, both for customer
retention and revenue generation. And with the advent of Artificial
Intelligence, firms can better influence customer journeys to reap

benefits.

-Vinay Jain, Product Manager, Flytxt

hat does a typical customer and analyzing these customer journeys

purchase journey look over multiple channels and touch points
Wlike? A customer sees your with a data-driven approach is termed as
product, buys it and then may repeat the Customer Journey Analytics (CJA).

purchase if they are satisfied with the The tendency of customers to hop from
outcome. one channel to another increases the risk

In reality, though, the journey is far more of an incomplete purchase. Moreover,
complex. It includes multiple phases, the customer might lose interest in one’s
such as switching between multiple product or services along the way. In

devices and hopping from one touch such scenarios, it would help marketers
point to another before making the to have a unified view of omni-channel
final purchase decision. As per Google’s customer journey across touch
research, the average consumer uses as points. This understanding can enable

many as three to five channels or devices businesses to influence his/her buying
in the course of completing a purchase. behavior and deliver seamless customer

Therefore, you may have to make engagement in real time.
multiple efforts to convince consumers Mapping customer journeys
to pick your brand and stick with it.
By analyzing customer journey, brands
What is Customer Journey can gain insights, such as the most
Analytics? popular choices the customers made,

The customer journey is a set of points at which they abandoned
interactions a customer has with a shopping and high - effort journeys to

brand to complete a task at hand. For churn probabilities. Using these critical
example, the whole sequence of actions insights, one can act towards improving
a customer follows while interacting with customer lifetime value, inherently

a telecom operator to activate a data improving customer experience.
plan is a journey. The process of tracking Customer Journey Analytics further

INSIGHTZ - VOLUME 03, 2018 17