How to Analyse Customer Journey

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I am assuming most of you would have some idea what a customer journey is, however before diving into it right away, I just want to make sure that we are on the same page.

Customer journey map is a canvas on which series of interactions between a customer and a brand are stitched together. These interactions are called as touchpoints. Now, not all touchpoints can provide a superior experience to a customer. That’s why few of them are classified into Moment of Truth and few others as pain points. Now, who classifies them? Well, a valid question. Functional leaders in an organization who leads customer-facing processes and have visibility to customers’ concern areas and customers themselves. Getting the feel from the former one is fairly straightforward – journey map workshops, 1:1 interviews and asking opinions from various stakeholders make your job easy. But bringing together a right set of people is a key here. The latter one is tricky. But don’t worry, we have a solution for that too. And that’s precisely where Analytics helps us.

Customers are hard to influence, tricky to predict, impossible to know. You would not know after seeing which Ad, the customer signed an agreement with your company, tricky to gauge whether holding a phone line for 120 seconds is more annoying or unclear terms and conditions, and lastly, which retention product will work best for a specific persona. Therefore, to know your customer better; you need to know the right questions to be asked of the customers-

Create and extend relationship surveys, transactional surveys or both! Arrive at the right metric which works best for your company- it could be NPS (Net Promoter Score), OSAT, or Customer Effort Score (CES)… or maybe something else. You need to know the right length of the surveys; else customers will not take pain all the way through the end and hit submit.

Analyze the collected data, do correlation analysis on rated questions and text mining/ Natural language processing on the text data and see what’s working well for your customers and what’s not!

For a deeper understanding, collect and analyze the product usage data, combine with CRM data, demographic and or call centre data to read customer’s mind. If you get to capture social media data, consider that as a bonus and try to gain insights into customer behaviour.

Having a 360-degree view of the customer would strengthen the analysis and help taking an action before it is too late. Yes, let’s be proactive.

Above analysis will work as a window to peep into customer personas. This will not only validate some of the Moments of Truth and pain points identified by the functional leaders but also gives you outside-in perspective. This may highlight a few concern areas of customers’ which the company never thought of.

Use the above insights and findings and enrich your journey map. Now is the time to prioritize one pain point over the other, evaluate the impact of one touchpoint vs another. Assess whether the pre-buying stage is painful for your customers or the onboarding is confusing. Assign a degree or a score to your shortlisted touchpoints which will help the stakeholders in the decision process. Finalize which top three (or maybe five, but don’t get too aggressive here) issues you are going to fix first.

Not all customer experience initiatives may kick off instantly. Maybe we need to implement a couple in the beginning with low-moderate impact but shorter implementation time (Quick win) and help us gain the confidence at an early stage. Later, suggest improvement areas with higher impact however relatively larger implementation time-frame. So there is a trade-off.

Customer journeys are not a one-time activity. These act as a foundation for measuring and monitoring customer experience maturity in an organization over a period. Therefore, make sure your company has a structure in place that allows capturing of feedback on various functions and analyzes their performance over time. After all, Customer experience matters!

This article was originally published here by TapChief Expert, Amit Garg.