Lack of actionable insights
Posted: Mon Dec 23, 2024 4:04 am
Due to the generic nature of journey mapping, it’s difficult to execute specific actions whilst an individual customer has already started the journey. This affects, for example, recognising and preventing churn.
The significance of these limitations is confirmed by research from Gartner which found that although 82% of organisations are using customer journey maps, only 47% were able to use them effectively and see a return on investment from the time taken to create them.
Overcoming the limitations with croatia phone number customer journey analytics
To overcome these limitations, it’s important to understand the difference between customer journey mapping and customer journey analytics.
Often referred to as synonyms, customer journey analytics encompasses a wide array of analytical methods, of which journey mapping can be considered a subset. Gartner defines customer journey analytics as “the process of tracking and analysing the way customers use combinations of channels to interact with an organisation covering all channels present and future which interface directly with customers”.
Customer journey analytics allows organisations to analyse vast volumes of customer data that are collected along all customer touchpoints, search for patterns and trends within this data, and generate decisive customer insights. Instead of analysing and optimising individual touchpoints, this provides organisations with a full picture and enables them to identify where customers encounter friction and which impact company activities have on customer behaviour.
The significance of these limitations is confirmed by research from Gartner which found that although 82% of organisations are using customer journey maps, only 47% were able to use them effectively and see a return on investment from the time taken to create them.
Overcoming the limitations with croatia phone number customer journey analytics
To overcome these limitations, it’s important to understand the difference between customer journey mapping and customer journey analytics.
Often referred to as synonyms, customer journey analytics encompasses a wide array of analytical methods, of which journey mapping can be considered a subset. Gartner defines customer journey analytics as “the process of tracking and analysing the way customers use combinations of channels to interact with an organisation covering all channels present and future which interface directly with customers”.
Customer journey analytics allows organisations to analyse vast volumes of customer data that are collected along all customer touchpoints, search for patterns and trends within this data, and generate decisive customer insights. Instead of analysing and optimising individual touchpoints, this provides organisations with a full picture and enables them to identify where customers encounter friction and which impact company activities have on customer behaviour.