Understand what customers really do, and act at the right moment.

#From click to call: one journey

A customer looks for her contract on the website, opens the app, gives up and calls. For most systems those are three separate events. For the customer it is one request.

Univerx Journeys puts those events together into one path. Only then does it become visible where the path snags, and only then can you step in at the right moment.

Next best action

#Five disciplines, one family

1. Connect. Journey data joins events from web, app and contact centre and resolves identities.
2. Understand. Journey analytics shows flows, funnels and drop-off points; causes rather than symptoms.
3. Orchestrate. Journey orchestration triggers the next best action in real time, on the fitting channel.
4. Engage. Proactive engagement offers chat, a callback or content before someone gives up.
5. Listen. Surveys & voice of the customer ask after the contact on every channel, with CSAT, NPS and CES, and close the feedback loop.

#Why the journey is the better planning unit

Many service organisations plan by channel: one team for voice, one for email, one for chat. Customers, though, think in requests, not channels. Knowing the path of a request shows which channel helps at which point and where it merely refers people on.

Our post Journey first, not channel first describes what changes when the journey becomes the planning unit.

#Data with judgement

Journeys works with behavioural data. That calls for care. Only what your consent management allows is captured, and only what serves a purpose is linked.

#Where Journeys pays off first

Common starting points are journeys with many drop-offs: an application that ends at step three, a billing question asked first on the website and then on the phone, an order whose status nobody can find.

A pilot with one such journey quickly shows whether a callback offer or a timely notice saves the second contact. How to go about it is in our guide Journey orchestration: a playbook.