Why is it important to define the scope and the size of your customer journey analysis project beforehand? And how to do so?
Defining the scope and the size of your customer journey analysis project should be your first step and priority since it will directly impact the project’s results. This essential step will also allow you to select an appropriate customer journey analysis tool depending on the project’s needs, objectives and teams that will use it.
To do so, we recommend you to:
Define who will benefit from this customer journey analysis tool
It is important to define which teams could benefit from a customer journey analysis platform and which teams will be involved in the project whether be it only the customer experience teams or other teams as well such as marketing, sales, data, …
This stage will allow you to identify the teams that will be working with the customer journey analysis tool and to have a better understanding and overall vision towards the profits of your project and who will benefit from them.
Gather the information about previous customer journey analysis
Compiling all the existing information about previous customer journey analysis will allow to save precious time and resources and not run analysis on the same knowledge you already have. This way, you will be able to focus on what you will need to explore, analyze, and monitor next.
To simplify this stage of gathering information about previous customer journey analysis, you can answer the following questions:
- Have your teams already run customer journey analysis? Have map-ping exercises already been done?
- Does your company have an analysis team in charge of similar pro-jects?
- If so, which features and blocking points have been identified throughout these projects? Which journeys or micro-journeys did the stakeholders want to gain insights on?
Identify the business objectives that will impact your customer journey analysis project
The final stage of defining the scope and size of your customer journey analysis project will be to identify the business objectives that will impact it.
- What are the quantitative business objectives prioritized by your company that may impact your analysis project? For example: struggle against churn, customer loyalty, acquisition, cross-sell, upsell, customer renewal rate, and so on.
By answering this question and identifying the business objectives, you will be able to define the direction of your analysis project depending on the identified business objectives.
Read the first mini-article from the series here: “What is a customer journey and how to analyze it?”
To learn more about the full steps to follow to succeed in your customer journey analysis project, you can download our white paper here: “Customer journey analysis: 5 key steps to succeed in your projects from A to Z”.
Next step will be published soon and be about the importance of selecting a relevant use case to address a priority problematic regarding your customer journey analytics project. Stay tuned!