Journey Discovery - Approach to Analytics
- Pete Trevitt
Analytics Approach
The start of a Journey Discovery execution, will be dependant on the organisation and their starting point in their own journey to improve the Customer Experience for their Customers and Visitors.
Whether is be related to specific Revenue, Cost or Satisfaction KPI’s or whether it is part of an on-going target to focus on Customer Experience, CX Analytics and specifically Journey Discovery, has the tools to take the next step.
Some analysts may be tasked to approach CX with a very broad scope.
“I want to know how our Customers are behaving as I have very little view, especially across Channels. Are there any “pinch points” in our Journeys that could have a negative effect on the Customer Experience, what Journeys are working as designed. What Journeys have disproportionately high Services Costs, and why”
Some may approach with the scope of validation.
“I believe my Customers are behaving in a certain way. I want the actual Customer Behaviour data to be mapped into those excepted behaviours, so that I can view the actual data with certain interactions in mind to validate and optimise those Journeys.”
Some may come with a very defined approach.
“I have 10 principal Journeys mapped in a Journey Mapping or equivalent visualisation tool. I want the learnings and design from there to be overlaid with real Customer Interactions & Behaviours relating to these Journeys, so that I can see how they impact the overall Customer Experience for the Customers of my Brand. “
Where an organisation has multi-channel Journeys mapped out, those Journeys are constructed within the Location Mapping tool, Location Mapping & Journey Exploration and then then be cross referenced with the Journey Discovery Result.
The three approaches might be considered are as follows:
Guided Approach to Journey Discovery
Alterian PS/Alterian Partners have carried out a thorough review of Known Journeys within an organisation, and have reviewed captured behaviour Locations with respect to those Journeys, within the Location Mapping. The Journeys have reviewed using Journey filtering, and have produced a comprehensive Location Map, with as many Locations as possible being mapped to Journeys. This is the ideal use case and will be encouraged and worked towards.
Partially Guided Approach to Journey Discovery
Alterian PS/Alterian Partners have carried out an initial review of Known Journeys within an organisation, and have reviewed captured behaviour Locations with respect to that minimal set of Journeys, within the Location Mapping. The Journeys have reviewed using Journey filtering, and have produced an initial Location Map. It is hoped that after an initial Journey Discovery process within this scenario, the analyst will re-visit the Location Mapping based on results displayed in the Journey Discovery application UI, and will carry out further analytics to reach a more Guided execution by mapping more Locations. .
Unguided Approach to Journey Discovery
Alterian PS/Alterian Partners will not have carried out any view of Locations with respect to Known Journeys, within no Location Mapping in place. This is far from ideal and it is hoped that after an initial Journey Discovery process within this scenario, the analyst will visit the Location Mapping based on results displayed in the Journey Discovery application UI, and will carry out further analytics to reach a more Guided execution, by mapping more Locations, and where possible Alterian PS/Alterian Partners and Clients will be pushed through Partially Guided to Guided.
For next steps see Journey Discovery - User Guide