Customer Journey Analytics: deployment methodology and expected results
The adoption of a Customer Journey Analytics (CJA) project is key step for the companies looking to generate relevant customer insights and to develop their marketing strategies. CJA stands out by providing a complete and detailed vision of the customer journey. To do so, it consolidates data from diverse sources to better understand customers behaviors, preferences and expectations.
Deployment of a CJA project includes important steps, such as objectives definition, data integration and analysis, and the adjustment of marketing strategies by taking into consideration the produced insights. Each step needs to be meticulously conducted to ensure a successful deployment and an optimal use of the CJA solution. We will introduce the recommended methodology to carry out each step of the project and the expected results in this article.
Main steps of a CJA deployment project
1. Definition of the objectives:
Before starting any CJA project, it is crucial to clearly define its objectives. It can include the improvement of customer experience, the diminution of the churn rate or the optimization of marketing investments. Datakili offers to support you through weekly workshops of one or two hours with our experts that are also available at any time, to help you manage the project at its best.
2. Collect of the data:
Identify and bring together relevant data from various sources, such as the transactional, web browsing, call centers and social media for example.
3. Cleaning and preparing the data:
This step is very important since it ensures that the data used in your analysis are reliable and of quality. To do so, you need to operate various tasks such as deleting the duplicate data, processing missed values, normalizing the data, converting the formats, etc. Also, verify potential anomalies or outliers. This step requires a great rigor and special attention to get data of quality for the rest of the analysis. Datakili allow to significantly accelerate the preparation work and data cleaning thanks to a module specially designed to carry out these tasks automatically and efficiently.
4. Data integration:
Gather the data from various sources in only one platform to create a single view of the whole customer journey. The integration can be accelerated by using connectors to access the data from different tools and required systems.
5. Data analysis:
Use advanced analytics techniques, such as automatic learning, to discover trends and models hidden within the data. It can include the identification of customers’ segments, the detection of anomalies and the understanding of factors influencing customers satisfaction and loyalty. With datakili, this step is automated and insights production is done in a few clicks only.
6. Visualization of the results:
Create visualization of interactive data to present the results in a clear and understandable way to the business teams. It can include dashboards, maps and charts that allow to explore the data and identify areas of improvement.
7. Improvements implementation:
Based on the insights provided by the data analysis, implement concrete actions to improve customer experience and optimize your company’s performance.
8. Monitoring and evaluation:
Measure the impact of your actions on your key performance indicators (KPI) and adjust your strategies consequently. It is important to keep on monitoring and evaluate the results to ensure a continuous improvement process. With datakili, it is possible to easily automate KPI and customer journeys’ KPI from the interface.
9. Training and adoption:
Make sure that internal users understand the benefits of the CJA and know how to efficiently use it. It can include training sessions, resources creation and implementation of a support for the users. Datakili offers training and proximity support so every stakeholder can become autonomous.
10. Review and optimization:
As your company evolve and new data are available, it is crucial to regularly review and optimize the organization of your data to preserve the relevance and value of the produced insights.
A well conducted CJA deployment project is essential to get the expected results and reach the objectives set by your company.
With our proximity support, datakili ensure the provision of all our expertise at any time for your teams. We support you at each step of the project to meet the needs of scoping and ensuring the project’s smooth running according to the pre-defined objectives.
Choosing a French solution such as datakili is opting for a proximity support that allow an iterative deployment. Unlike the market’s major actors, our AGILE method allows us to support you at the closest to your needs and to adapt to constraints that can occur. Our capability to iterate allows more of our projects to succeed, which is not necessarily the case for American solutions for instance since they can lack of flexibility. The engaged risks in a project with a tool such as datakili are also more controlled than with a market’s major actor.
Expected results from a CJA deployment project
Whichever CJA solution you will choose, it is important to know that some results are certainly expected.
Quick wins results within the data scope
- Evolution of the organizational model to a “data-driven” model: The final users have access to the data and are more autonomous and have a better insights productivity. The produced insights are also more easily understandable for the business teams.
- Better satisfaction of the business teams and the decision-makers: The synchronization of the different teams’ actions is possible thanks to the customer insights that facilitate the decision-making.
- Data valorization and consumption.
- Enrichment of the software environment.
- Productivity optimization: More analyses are done thanks to the automatization that allow to delve into the interpretation of the results.
Long-term results
- Uniform access to the data: The synchronization of the different teams’ actions is possible, as well as a data-driven and omnichannel approaches.
- Better performances for the company.
- Creation of a software environment able to interface with other tools (marketing, customer experience management, etc.): It allows to create behavioral segmentations and to get always more personalized marketing and customer experience.
These results are conditional to the good execution and success of your CJA deployment project. This is why it is important to make the right choice regarding the CJA tool you will implement within your organization. An appropriate support is also essential to ensure your projects’ success. CJA experts can help to identify your organization’s specific needs, to choose the most appropriate solution and to support the teams throughout the process.
Datakili has already proven its efficiency among many French and European references and helped them to achieve, among other results, the following ones:
Decrease operational costs by 6%
Reduce outgoing calls by -63%
Increase the number of subscriptions up to 9%
Generate customer loyalty (+10k of retained contracts)
Reduce the detraction on social media by 11%
Improve the Net Promoter Score (NPS) by 1.2 points
The datakili solution stand outs by its proximity and iterative approach, and its conclusive results with large companies from various industries. Therefore, datakili is a prime choice for companies looking to optimize their data exploitation and customer insights production. Contact us to learn more about how datakili can help you to transform your company and get concrete results.
