Customer journey analytics drive personalization

This article was based on the interview with Asim Zaheer of Glassbox by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. 
Listen to the original episode here:

Customer journey analytics is a powerful tool that allows brands to optimize and personalize the customer experience. By leveraging AI and machine learning algorithms, brands can gain deep insights into customer behavior and preferences, identify pain points, and make data-driven decisions to enhance the overall digital experience.

One of the key capabilities of customer journey analytics is the ability to track and analyze the entire customer journey. This means brands can see every touchpoint and interaction a customer has with their digital platforms, from the initial engagement to the final purchase. By having a holistic view of the customer journey, brands can identify where customers are struggling or experiencing friction points. This knowledge is crucial for optimizing the customer experience and improving customer satisfaction.

In addition to identifying pain points, customer journey analytics also allows brands to measure the impact of these struggles. Sophisticated tools, powered by AI and machine learning, can calculate the financial impact of specific struggles or friction points. For example, if customers are dropping off during the account creation process, brands can quantify the revenue loss associated with this issue. Moreover, customer journey analytics can also help brands understand the impact of these struggles on their Net Promoter Score (NPS), a key metric for measuring customer loyalty and satisfaction.

Once brands have these insights, they can take action to improve the customer experience. Personalization is a crucial aspect of enhancing the digital experience, and customer journey analytics can play a significant role in achieving this. By analyzing thousands of customer interactions, brands can identify common patterns and preferences. This knowledge allows them to design personalized experiences that cater to individual customer needs and preferences.

For example, based on the data collected, brands can determine when to ask customers to create an account or share specific information. By understanding the customer journey and the right timing for certain actions, brands can avoid potential drop-offs and provide a smoother experience. This level of personalization can only be achieved through the use of AI-driven analytics and machine learning algorithms.

Customer journey analytics also enables brands to tailor their experiences based on the channel customers are using. Different generations and demographics have varying preferences when it comes to digital interactions. Older customers may prefer web browsers, while younger customers favor mobile apps. By understanding these preferences, brands can optimize their experiences accordingly. For example, they can adjust the amount of text and information presented on a mobile app to ensure it is easily consumable on a small screen.

In conclusion, AI-driven analytics is transforming the way brands optimize digital experiences. By leveraging AI algorithms to analyze customer data, brands can gain valuable insights into customer behavior, identify pain points, and make data-driven decisions to enhance the digital experience. With the ability to track and analyze the complete customer journey, brands can provide personalized and seamless experiences across multiple touchpoints. AI-driven analytics platforms also enable direct interaction with users, further enhancing the customer experience. As brands continue to prioritize customer experience, AI-driven analytics will play a crucial role in optimizing digital experiences and staying ahead in the competitive landscape.

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​The Agile Brand Blog – Greg Kihlström Marketing Technology & Digital Transformation

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House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström

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