Take a moment and think about all the different ways a potential customer interacts with your brand. Your customer might have heard about you or your brand from a random facebook post, or even a flashy ad that he saw on his vacation last weekend. In today's world, the explosion of data-driven digital transformation has enabled industries to gain insights on customer behaviour, in turn allowing them to market smarter and sell better.
While data plays a vital role in understanding the journey of a customer, how a brand utilizes this data can be the real difference between providing an amazing customer experience or a lackluster one. And customer experience is the key to holding on to your existing customers and also to attract new customers and widen the reach of your brand.
Customer Journey: Analytics, Experience & More
While data helps orchestrate customer journeys, it is important to have a framework on how to map the customer journey, how to measure what is working, and understand how to use it to optimize for better profits. This enables professionals to better understand the way customers behave when they interact with the steps involved in a service. These interactions, known as "touchpoints", help marketers define what their measurable targets should be. Better the touchpoints, better the experience, and better the customer engagement. It seldom happens that a customer who does not have a seamless journey will come back again or recommend the same brand to someone else.