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Transforming the customer journey map with Customer Intelligence

What is journey mapping?

Journey mapping has become a central practice to Customer Success and Customer Experience professionals for the simple reason that it works. Journey maps visually empathize with customers, laying out their encounters, possible feelings, resources, and pitfalls from the moment of purchase (or before) through to the completion of their purchase or their renewal.

Journey maps are valuable for B2C companies and simple exchanges, but are especially useful for complex B2B companies, where “customers” are comprised of many individuals who have unique experiences with the company, and who encounter many teams and touch points on the company’s side.

These maps allow such companies to clearly identify which resources should pay attention to which stages of a customers’ journey, who they should partner with on the customer’s side, and where handoffs need to occur.

How to make a journey map

Journey mapping includes careful, cross-functional evaluation of customers’ experiences. Traditionally, accurate map creation involves visioning the ideal experience as well as interviewing and surveying customers and teams to understand the actual experience. Combining the two visions into a written format allows customer teams to build out better and better processes. And the job doesn’t end there. Ongoing evaluation and iteration of the journey and map ensure consistent value delivery and improved efficiency over time.

Data analytics is letting us improve the creation and maintenance of journey maps in exciting new ways.

Customer Intelligence and the evolution of journey mapping

As more and more organizations are pursuing Customer Intelligence - the use of customer data to make proactive and predictive decisions - they are applying these techniques to the process of mapping their customer journeys. Data analysis allows these teams to identify moments of the journey that require high-touch resources vs automation. It lets them determine which moments have the highest impact on retention and health, ensuring that companies take extra care to get these moments right.

By unifying customer data, analyzing the impact of customer moments compared to historical health, and then applying that intelligence predictively, organizations can overhaul their customer journeys to be more efficient, effective and forward-looking than ever before.

How to bring your journey map into the new era

It all comes down to data: collecting it, unifying it, and analyzing it in relation to your customer journey. If you aren’t tracking data from different teams and stages involved in the customer’s end to end experience, the first step is to begin! Identify, based on your existing journey map, measures that will be meaningful to begin collecting data on.

Most organizations are already collecting data (maybe more than they know what to do with!), and get hung up on the ability to bring that data into a single place or to run historical analyses on it. This is where can help.

Book a demo to see how we can unify your data and apply it in a way that transforms your customers’ journey, and - by extension - your business.

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