Five Trends in Customer Journey Analytics – Part 3

Whilst British Astronaut Tim Peake is pioneering journeys on the International Space Station and Virgin Galactic unveil their new spaceship Unity, we are celebrating Britain’s rich heritage in exploration and discussing five trends to help you explore a different type of journey, but one that’s no less complex or exciting: your customer’s journey.

Part 3 – Journey Insights will become the “customer dashboard”

Captain James Cook was arguably the greatest British explorer of all time. Captain Cook circumnavigated the globe and was the first person to cross the Antarctic Circle and circumnavigate Antarctica. In three voyages Cook sailed thousands of miles across largely uncharted areas of the globe.

A brilliant cartographer, if Cook sailed it, he drew it. He mapped lands from New Zealand to Hawaii in the Pacific Ocean in greater detail and on a scale not previously achieved. As he progressed on his voyages of discovery he surveyed and named features, and recorded islands and coastlines on European maps for the first time. Captain Cook left the world one of the richest sources of geographical insight about our planet. His meticulous journals, maps and recordings of all he had seen radically changed western perceptions of world geography. For the first time ordinary people had a global view and could see what their planet looked like from end to end. And the truth was that the world wasn’t flat or square and new continents took on surprising shapes as Cook discovered the truth about their shores. Cook was the Admiral of the Map.

Like one of Cook’s maps, having a holistic, truthful, end-end view of your customers’ journeys is vital. To help you navigate uncharted waters you’ll come to find customer journey analytics will become the standard mechanism through which you can view and analyse customer behaviour. As you focus on the customer and adopt Customer Managed Journeys you’ll find customer journey insights will be the hero in your suite of customer analytics. And rather than having lots of different charts, having all of the information together in a single, crows-nest view, with the customer’s journey at the equator, will make seeing actionable insights effortless.

Captain Cook didn’t successfully circumnavigate the globe by looking at each shoreline and continent in isolation. He had a complete world view. Having a complete map of the end-to-end customer journey shows how organisational departments (sales, service, marketing, etc) work together on behalf of the customer. Customer journey analytics are a crucial part the broader “customer engagement dashboard”.

This way everything is given the context of where your customer is on their journey, fewer customers are likely to vanish off the map, and you won’t sail off the end of the world. Captain Cook might have met a sticky end to his personal journey in Hawaii, but you’ll keep your brand sailing, aided by your real-time map of all of your customers’ multiple journeys.