I recently heard a story where a loyalty program member of an online retailer had her account hacked. Hackers then went on a shopping spree, and, as a result, she lost a significant amount of money. Sure, the brand failed to keep her information secure — but where they really failed was in their next move. The next day, the company sent her a promotional email. They had no perception of the damage going on in her account, showing a lack of internal communication along her customer journey. Further, they failed to simply analyze the data they did have about her across those key journey points — and try to create contextually relevant interactions. This move, unknowingly to the brand, showed a lack of care for the customer which resulted in bad brand perception and experience.
The relationship between consumers and brands is delicate; it can be wonderful at times, but tumultuous and unpredictable. Why? Frustrated customers know brands have their information and expect brands to use it to better engage with them. Brands, specifically marketers, are not using this data effectively to reach the right customers or curate relevant content. The example I shared above truly reflects this notion.
But journey analytics can help marketers refocus their marketing efforts on touch points that actually matter. Instead of optimizing a single marketing touch, journey analytics analyzes a series of touches across specific journeys. Marketers can create better, coordinated content, push customers through journeys faster, and coordinate “co-journeys” experiences.
My new report, Transform Marketing With Customer Journey Analytics, helps marketers uncover journey analytics use cases and provides marketers with a map on how to get started. Read it and set up an inquiry if you have any questions! Better yet, attend my webinar on journey analytics!