How Customer Analytics and Insights Enrich Customer Journey Design: Primary Research

Insights gleaned from business intelligence reports and dashboards are worthwhile for decision support, early warning signals or identifying trends that warrant further investigation before taking action. However, advances in analytical technology (cognitive and machine learning) for example--combined with the proliferation of customer engagement channels has created the potential to fuel omni-channel customer journey design. It should come as no surprise that enterprise-level omni-channel customer analytics, similar to Big Data Analytics (BDA), encompass numerous information sources, multiple technologies (software and hardware), nimble business processes and specialized human expertise in advanced analytics. Not surprisingly, this Hypatia Research Group study found that global organizations are successfully utilizing various analytical techniques in the form of these types of engagement. Further analysis is available in our latest Galaxy study.