Do you really believe that your company is customer-oriented? Look. We know that 75% of companies believe the same. But only 30% of customers agree. Can you see a gap here? While companies often have access to a lot of data, they struggle to interpret it in a meaningful way. The consequence? A non-optimized customer experience, resulting in fewer customer conversions.
How do you solve this? By really understanding your customers based on data and data-driven interpretations. And thus, make targeted adjustments to your customer journey for the best customer experience. In short: Customer Journey Management. Here you can discover our vision and our approach to Customer Journey Management.
Predicting customer behavior with AI-tooling
Proper Customer Journey Management is crucial when putting forth the best customer experience; it also prepares your organization for the future - which is closer than you might think. Various players in the market are already using Predictive CX: algorithms and AI that predict customer desires based on user data, what actions they will take on a platform, and when they might get bored and leave.
And it doesn’t stop there. AI tooling will segment customer data based on its insight and roll out unique customer journeys for each customer. This way, your gym, for instance, could send you specific workouts and diet plans on your preferred time and date. But it’s crucial to organize your customer experience in order to profit from Predictive CX and future AI-tooling.
Understanding and influencing with Customer Journey Management
To create a tight-knit customer experience, we focus on two things as part of Customer Journey Management: understanding and influencing. By understanding, we mean: do you really know your customer? Many companies work with extensive data analysis and customer personas, but they are based on limited data due to the data silos in the organization.
Because let's face it: are the software and applications of all departments within your organization integrated? If not, you will never fully understand your customer's pains, (latent) needs, and their journey through the website. At the same time, you need just that for the next step: influencing your customer journey in such a way that it leads to a customer experience that is as frictionless as possible as well as practical, enjoyable, and, not unimportantly, profitable.
What is our approach to Understanding?
How do we ensure that we collect customer data thoroughly? We first investigate which data is available within your organization and manage it centrally. You have never seen so many terabytes in one place. And then, it's time for an essential step: interpreting that data because a heap of data does not equal an effective and profitable customer journey. To create a 360-degree customer persona, we analyze data and customer behavior through our behavioral designer's quantitative and qualitative data analysis, and we use (AI) tooling and data packages.
What is our approach to Influencing?
When we have a wealth of reliable data and understand the customer and their journey, it is time to influence the customer journey. First, we tweak the current customer journey based on the discoveries from the data analyses. We test several hypotheses: “Now that we know that X works, will Y work?”. We always validate these based on data evaluations and then make adjustments. We use predictive AI tooling to respond to customer needs (like digital accessibility) proactively. And adjust the design of the customer journey.
Is the customer journey in place? Then it is time to segment and develop customer journeys for other target groups to work even more customer-centric. We have to confess one thing: this is an infinite loop. With Customer Journey Management, you constantly measure, test and improve. Because the customer experience never stands still, just like the humans it serves.
How can you use Customer Journey Management to create the best customer journey for your visitors and achieve maximum profit? Let us think along with you.