Customer Journey Analysis: Discover the real journeys of your customers
With cx/omni Process Mining you discover and analyze the real journeys of your customers on the basis of a customer journey analysis of your operational transaction data. With this inside-out data you create the real data basis for an emotional understanding of your customer expectations in the context of outside-in analysis through customer journey mapping or feedback systems.
Therefore the experienced journeys of your customers in reality do not have to be reconstructed by journey mapping workshops. They are already largely controlled by systems or can be tracked online using Process Mining. Eventually this includes their deviations from the standard process, their actual performance and their frequency.
“I would like to analyze our most important customer touch points through Process Mining.”
“I would like to automatically discover our key customer journeys and their performance.”
When using Process Mining for Customer Journey Analysis, you cover the following questions:
Response times at personal touchpoints (recall, offers, etc.) in relation to the competition?
If possible, you should define the evaluation of touchpoints or customer experiences in concrete quantifiable target values from the customer’s perspective. First, carry out a customer journey analysis. Use Process Mining to analyze the performance at all touchpoints. In addition, relate these performance values to your best-in-class or goal values.
Perhaps the most common application example is reaction times – here are specific times, to prefer over soft information like “asap”. Therefore, one of the strengths of cx/omni is monitoring the change of such values (eg, from the call center software) over time.
What expectations and concrete feelings does our customer have during a sales or support process?
Assumingly this question can be answered by the sales department or on the basis of customer surveys. However, experience shows that this is often not the case. On the one hand, expectations and perceptions of different personas can differ. On the other hand, a “Totally Satisfied” is not sufficient to identify the customer’s pain points along the purchase or support process. The opportunities for emotional differentiation lie in the details, at the small touchpoints. In order to discover these, customer journeys should first be analyzed using process mining and then evaluated – consistently from the customer’s point of view. In conclusion “moments-that-matter”, pain points, wow moments or starting points for simplification and optimization ar in your data.
What customer experiences have we ignored so far?
Only when analyzing typical customer experiences along a purchase or support process (“Customer Journey Analysis”) does it often become clear. At certain points in the customer experience no action has been taken or frustrating moments arise. The clear visualization in the cx/omni Customer Journey Map draws attention to such gaps or “pain points” of your customer.
How does the customer experience our support process?
Customer journeys and emotional customer experiences are sometimes more influenced by the fulfillment and support process than by the sales process. Especially with regard to feedback and recommendations. The visualization possibilities of cx/omni are excellent for mapping service/support processes from the customer’s point of view.
How can we optimize the performance of our online campaigns in combination with offline campaigns?
Pure e-commerce companies with no significant offline activities control and measure the behaviour of the user largely online. The purchase decision is the conversion and many values of the marketing analysis. Above all from search engine optimization, affiliate marketing, display advertising are available as tracking values.
However, all other companies that also want to record and evaluate the customer’s offline touchpoints are struggling. In other words asking themeselves how they can optimize or at least initially measure the performance of online campaigns in combination with offline campaigns.
Therefore it is advisable to record and evaluate the customer experience holistically for all touchpoints. Ultimately, this also corresponds to the customer experience, which makes no difference in the overall experience between online purchase and offline service. The challenge is certainly to bring the real-time data of online communication using Customer Journey Analysis with the classic, more selective success measurements of offline communication (response rates, Net Promoter Score©, customer surveys, etc.) into an overview that is provided in the form of a few, but relevant Key Performance Indicators (KPIs).
How can we assign specific objectives with regard to touchpoints or experiences to responsible persons?
After having carried out an actual survey of all customer touchpoints and assigned them to specific customer experiences and customer journeys, you need to convert the resulting insights into corresponding actions. These can be filled with target values, best-in-class values and formulated targets and assigned to those responsible. This enables you, for example, to regularly query a target/actual comparison in the project team.
At which touchpoints can we differentiate our brand emotionally?
This is one of the key questions, if not the key question, why companies are introducing consistent Customer Experience Management. As a result, insights, ideas, and actions related to the touchpoint and the customer journey can be noted and tracked as tasks.