Organizations can increase loyalty, retention and sales by truly comprehending the paths customers travel over time and across channels. Increase loyalty, retention and sales by truly comprehending the paths customers travel over time and across channels.
A surprising gap exists today between what brands believe they deliver and what customers actually experience. 81% of consumer brands say they have a holistic view of their customers. But only 37% of consumers believe their favorite retailer understands them.1 This gap can negatively impact customer satisfaction, overall sales, and brand reputation. Customers expect exceptional experiences and personalized service wherever and whenever they contact an organization. This has become more difficult to achieve as the variety of marketplace channels grows. Brands must adopt a framework that provides insight into a constantly expanding view of customer behavior across channels and devices. This level of understanding is necessary to see which paths lead to successful business outcomes or where customers may be getting stuck along the way. Journey analysis provides a single view of the paths that customers travel, so marketing, sales and service teams can nimbly address customers’ issues in an integrated, cohesive way. Gaining a complete, cross-channel view of customer interactions can deliver profound business benefits for an organization—ranging from higher customer satisfaction, brand affinity and increased revenue to more effective customer acquisition and reduced operating costs. All of this requires a solution to navigate the extremely complex web of channel and device combinations. Gain a clear view of the customer journey by following five best practices presented in the attachment below.