When applied effectively, journey analytics can provide insight into customer behavior and attitudes across every channel, which in turn can lead to more data-driven decision-making in the contact center and beyond.
For any company to thrive in the realm of customer service, it needs to understand its clients. The more extensive and refined the firm's knowledge of its customers, the better the company will be able to address current issues and anticipate potential problems down the road.
That much is obvious. What's less clear is how organizations can best go about improving their understanding of their clients.
This is what makes journey analytics such a valuable - and underappreciated - tool for customer service. When applied effectively, journey analytics can provide insight into customer behaviors and attitudes across every channel, which in turn can lead to more data-driven decision-making in the contact center and beyond.
So what exactly is journey analytics? Essentially, journey analytics is focused on viewing all customer interactions across every channel, and then measuring key performance indicators for customer satisfaction at all of these touch points.
This is a marked contrast to many companies' current approaches to customer analytics. Instead of collecting and examining data across every stage of the client journey into a single, coherent view, firms continue to rely on siloed analytics. Firms may have a specific solution focusing on call analytics while separately utilizing social analytics and analytics based on texts, emails or SMS. Without a unified strategy, the value these solutions will provide is limited.
Yet cross-channel analytics remains uncommon. A recent Forrester Research survey of corporate customer experience professionals found that only 18 percent said cross-channel analytics would receive attention at their firms in the near future, 1to1Media reported.
To a certain degree, this low figure is due to the fact that many firms have not yet developed omnichannel capabilities whatsoever, as Meme Burn contributor Deon Scheepers pointed out.
Still, though, there's no denying that journey analytics remains a possibility for countless companies that have yet to embrace this strategy. Fortunately, that presents major opportunities for firms that have indeed launched journey analytics solutions or will do so in the coming year.
"Once the organization is equipped to engage across multiple digital channels in a seamless way, it is positioned to start gathering a wealth of data around the customer, their preferences, the customer journey from first engagement to purchase and what makes the customer more or less inclined to buy," Scheepers wrote.
Journey analytics has particular value for the contact center space. Scheepers emphasized that cross-channel analytics can offer everything from more accurate agent performance assessments to better call volume forecasting to superior measurements of outbound campaigns' effectiveness.
Journey analytics has tremendous value in the contact center.
Critically, journey analytics can and should account for self-service channels, as well. After all, these measures are becoming increasingly popular across virtually every industry, and insight into customer behavior in this area will prove invaluable to optimizing such efforts.
In 2016, omnichannel customer service will move increasingly into the mainstream. To make the most of this trend, companies need insight into customer touchpoints across every medium throughout the life of the customer relationship. And that's exactly what journey analytics has to offer.
What are your plans for journey analytics this year?