Journey analytics show the customer experience through a different lens

When customers interact with a brand they leave clues about their levels of satisfaction and engagement that can be acted upon by marketers. If you think about the number of touchpoints, from loyalty programme information and purchase behaviour through to online reviews, social media references and conversations with customer service representatives in contact centres, these interactions deliver data that helps marketers to visualise the customer's journey, assess their responses and uncover sentiment. The smallest detail can reveal the most interesting finding, and as the data accumulates across all of these areas, it provides an accurate, and often unexpected perspective. Data relating to customer interactions is both quantitative and qualitative. Structured quantitative data, which might include when the customer last purchased from a brand, how old they are, where they live and the products they most frequently buy, together with qualitative feedback, such as the unstructured voice of the customer needs to be married together.