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gives you an opportunity to not only 3. Visualize the journey
get a macro-view of how customers are Journey visualization enables businesses
traversing but also to drill down and to picture customers traversing through
analyze their journeys in detail. different channels throughout their
1. Set goals for customer/segment journey lifecycle.
Before starting the process of analyzing This includes metrics of the dominant
the customer/segment journey, set a event over a channel, milestones
goal that you intend to achieve and achieved or any flags that occurred
decide on whether you want to focus on during the journey. This helps you gain
the entire lifecycle or only a segment of insights such as channel effectiveness,
it. For example, do you wish to increase unique conversions over the channel,
overall ARPU to Revenue by 30% or milestones achieved for a percentage
increase data usage by 30%?. This will of total customers, etc. Visualization
determine the journey (sequence of highlights the gaps between the
customer events and interactions) to be
tracked. expected path which the marketer
2. Identify touch points and events
Customer touch points such as website, The customer journey is a set
offline stores, help desks, emails, of interactions a customer has
telephone calls… etc. are the physical with a brand to complete a task
and digital interfaces through which at hand. The process of tracking
customers interact with brands. Each and analyzing these customer
interaction, both online and offline, journeys over multiple channels
results in an event. By identifying these and touch points with a data-
touch points and events for the selected driven approach is termed as
customer segment, you can better Customer Journey Analytics.
understand the customer journey.
Fig - 1-3-1 Source: Flytxt
18 INSIGHTZ - VOLUME 03, 2018
