If you find yourself asking “what is customer journey analytics?” you’re not alone. Customer journey analytics is the weaving together of every touchpoint that a customer interacts with, across multiple channels and over time.
It connects millions of events into journeys from your customers’ point of view and is a data-driven approach to discovering, analyzing and influencing your customers’ journeys.
Gartner defines customer journey analytics as the process of tracking and analyzing the way customers use combinations of channels to interact with an organization and covers all channels present and future which interface directly with customers.
Customer journey analytics gives marketers and customer experience professionals a powerful tool to understand and engage with individual customers at a personal level, at scale. By analyzing millions of data points in real-time, you can discover the most important customer journeys and prioritize those opportunities that significantly impact business goals like increasing revenue, reducing churn and improving customer experience.
In this post, I’ll take a look at what’s driving leading companies to adopt customer journey analytics. I’ll also describe how a telecom provider is using it to improve CX and a retailer is using it to reduce online cart abandonment.