How do customer journey mapping and analytics differ?
Posted: Mon Dec 23, 2024 4:04 am
The meaningfulness of these insights is confirmed by a recent survey by Forrester among 203 Customer Experience and MarTech decision makers – over 51% ranked enhanced customer insights as one of the biggest success factors in improving customer experience.
Reflecting the complexity
Customer journey analytics allows croatia phone number businesses to reflect and grasp the complexity of today’s customer journeys in an omni-channel environment. Instead of one generic view of all customers or a few personas, it provides a holistic overview over the entire journey on an individual customer basis. Thus, it enables organisations to see the total amount of interactions and understand the value of each customer for the business.
Quantitative vs. qualitative data
Whereas customer journey maps are usually created based on small sets of qualitative data, for example from user interviews or focus groups, customer journey analytics considers vast amounts of quantitative data from different sources, including millions of customer interactions. A major benefit of customer journey analytics solutions in this context is that they can incorporate data from many different sources in different formats and different data types, and therefore help organisations to overcome the obstacle of data silos.
Reflecting the complexity
Customer journey analytics allows croatia phone number businesses to reflect and grasp the complexity of today’s customer journeys in an omni-channel environment. Instead of one generic view of all customers or a few personas, it provides a holistic overview over the entire journey on an individual customer basis. Thus, it enables organisations to see the total amount of interactions and understand the value of each customer for the business.
Quantitative vs. qualitative data
Whereas customer journey maps are usually created based on small sets of qualitative data, for example from user interviews or focus groups, customer journey analytics considers vast amounts of quantitative data from different sources, including millions of customer interactions. A major benefit of customer journey analytics solutions in this context is that they can incorporate data from many different sources in different formats and different data types, and therefore help organisations to overcome the obstacle of data silos.