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Using Customer Journey Map Analytics To Improve CX
Çağla Ekiz, Director Digital Business
November, 2017
© 2016 Forrester Research, Inc. Reproduction Prohibited 3
We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
4© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Customer Experience
.
….how your customers perceive
their interactions with your company
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Revenue Impact of CX
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Customer Journey
Firms that do not understand the customer’s journey to
accomplish their goals can not have the right criteria to
assess CX performance
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Customer Journey Mapping
Customer journey maps are documents that visually
illustrate customers’ processes, needs, and perceptions
throughout their relationships with a company.
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What is it for?
You see what your customers are doing, what they
think, which touchpoints they use, who they contact
Align the organization on customer needs
Allows you to see your troubled processes
Helps prioritize your investments
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Customer Journey Analytics
An analytics practice that combines quantitative and
qualitative data to analyze customer behaviors and
motivations across touchpoints and over time to optimize
customer interactions and predict future behavior
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Why is it Important?
Weave together quantitative and qualitative data
Analyze customer behaviors and motivations
Predict and optimize interactions
Pinpoint operational bottlenecks
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Customer Journey Analytics Use Cases
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Steps
Be customer centric – not touchpoint or product
Pick the right metrics to foster customer-centricity
Use disparate data sources to improve data quality
Focus on an attractive or problematic customer segment
Test journey improvement hypothesis
Connect journey metrics to KPI’s
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BACK UP SLIDES
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