Will customer journey analytics be the next CRM?
In the digital age, it’s harder than ever for your business to stand out from your competitors if based solely on the goods you offer – the only true differentiator is in customer experience, and the expectations of your audience are higher than ever.
Greater digital accessibility means it’s no longer financially viable to operate within a single channel of engagement – your customers now demand an Omni-channel approach, consistent no matter what platform they engage with you on.
The key to achieving this is having a flexible technology platform and effective business processes in place to allow you to extend your reach whilst maintaining a single central control.
Plan out your customers journey
Today, your audience has the freedom to engage and communicate with your business in a multitude of ways. But in order to manage the customer experience you need to take an all-in-one approach starting with the customer journey.
This typically starts long before an actual conversation takes place, and by the time they finally become part of your database via a sale or enquiry they may already have had multiple touchpoints with your company.
These touchpoints occur with employees across a whole range of departments like marketing, finance or sales, however, your customer only sees it as one company – not the individuals that make it up.
Segmenting your customers means you can build persona led engagement plans that help shape your focus and personalise offers and engagements to improve the experience for each customer.
Listen to your customers
By observing, interviewing, and listening to your customers, you can gain valuable and unique insight into their needs and wants, then evaluate your current infrastructure to ensure you’re able to deliver against it.
Most importantly, you can evaluate historical data to form a picture for future engagement – and avoid the need to second guess.
Customer Journey Analytics – CJA – has emerged as a credible way to do this. Although it’s been around a few years, it’s particularly popular right now. And considering the need for omni-channel customer communications, it’s not hard to see why.
CJA captures, measures, analyses and evaluates the quality and outcome of the customer experience, at every point of interaction, in every medium and across every organisational department. So, you can quickly view and understand how your customers are behaving, everywhere they contact you.
Gartner predicts that between 2017-20, 60% of digital commerce analytics investments will be spent on CJA. What’s more, it also confirms that 50% of B2B selling organisations now invest in predictive analytics solutions for prospect qualification, opportunity automation, forecasting automation and renewal management.
Therefore, it’s wise to spend time working out the best solution for your business, although some strategic planning will be required to optimise its application.
Microsoft Dynamics 365: complete customer insight
By connecting your data, and integrating your experiences, Microsoft Dynamics 365 gives you a comprehensive view of all your customers, in one place. Using context-based information, you can correlate customers with activity and eliminate ambiguity from your data.
This all leads to better decision-making, that will help you predict future outcomes with far greater certainty and target specific audiences based on factual insights. So, you spend less time and money while benefitting from much improved results.