Journey analytics

#Seeing what happens between channels

Customer service reports usually count what happens within a channel: calls, chats, emails. What happens between the channels stays invisible. Yet that is where many reasons for extra contacts lie.

Journey analytics makes those gaps visible. It shows that some billing calls come from people who searched the app without success first. Or that a form is abandoned unusually often at step three.

Next best action

#Three angles

Flows show which paths are really taken. They start at an event, such as opening a help page, and follow where people go next.

Funnels measure a defined process, such as a five-step application. They show where how many people drop out and whether they reappear on another channel.

Root-cause analyses compare journeys that end well with journeys that end in a drop-out or a call. Shared features are shown as a hypothesis, such as a particular device, an error message or a tariff.

#From insight to action

An insight is only valuable when someone acts on it. Sometimes that means changing the website. Sometimes it is an action at the right moment: a chat offer on the page where many drop out, or a notice sent as a message.

Such actions are run by journey orchestration. Analytics gives it the spot and the trigger, and measures afterwards whether the action worked.

All analyses rest on clean journey data. Terms such as customer journey and identity resolution are explained in our glossary.