© 2018 forrester. reproduction prohibited....• social media behaviour • profile data • mobile...

© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Use Data To Understand And Optimize Customer Journeys

Tina Moffett, Senior Analyst

June, 2018

© 2018 Forrester Research, Inc. Reproduction Prohibited

Brands must win in customers’

moments.


“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


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


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.


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

© 2015 Forrester Research, Inc. Reproduction Prohibited 11

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


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


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


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.


SAS Customer Intelligence tool examines journeys across all marketing touchpoints to inform planning

Source: SAS Customer Intelligence 360


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

Thank you© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Tina Moffett

[email protected]

212.857.0769

mailto:[email protected]

© 2018 forrester. reproduction prohibited....• social media behaviour • profile data • mobile...

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