How can I unlock data insights to create meaningful human experiences?

Data Taxonomy - Ducks in a row

Demystifying Customer Journeys in the Utilities Industry

May 19, 2021

In the early 1900s, bowling pins were often referred to as ducks due to them being shorter and wider. Having one’s ducks in a row meant that the pins were perfectly aligned, and the bowler was ready for their next strike. – via ducksinarow.com

In this context, our ducks refer to data.

For most companies, customer journey management involves a collection of siloed tools and processes that demand extensive resources and provide very little actionable insight, if any. Unorganized data leaves a lot of gaps into your understanding of customer experience. Not only that, but the presence of data silos in most organizations means that many departments do not even have access to the necessary data to make educated decisions.

Put it simply, customer data without taxonomy cannot support your journey analytics.

What is data taxonomy?

Taxonomy is the classification of data into categories, groups, journeys, and activities to ultimately understand the intent of customer behavior. Taxonomy represents the formal structure of classes or types of objects within a domain. It organizes knowledge by using a controlled vocabulary to make it easier to find related information. 

This hierarchy defines the structural framework that supports the classification of data. In short, taxonomy organizes the data of all customer interactions with your organization.

Why should your ducks be in a row?

Standardizing and categorizing data removes ambiguity, thus allows companies to make quick and informed decisions regarding their customers’ experience. By classifying down to journeys and activities, it gives organizations a unified view of their customer interactions, while ensuring that all departments have equal access and understanding of the data. Automate this process and you’ll never have to manually sort through your data.

How do you start?

It’s helpful to create a hierarchy that will organize your efforts and findings. Start the process by laying out a taxonomy that you can use to map your journeys. Here is one sample taxonomy that may guide your approach and thought process.

Category: the product or service the journey is related to (e.g. credit card)

Group: the outcomes you want to understand from that Category (e.g. credit card onboarding)

Journey: the goal or intent you want to understand from that Group (e.g. credit card bill payment)

Activity: how the goal is achieved or accomplished (e.g. a subset of the credit card bill payment journey might be mobile payment, web payment or IVR payment)

Why Work with Us

Powered by our two decades of journey expertise and industry-leading processes, companies are able to progress through the stages of journey intelligence maturity, from discovery to enterprise adoption. 

Companies often rely on us to sharpen existing ML/AI models. Our ML/AI experts can structure your data and get it into existing models or build new models that are enriched with behavioral data from journeys.

IRIS™ is the easy answer for optimizing your customer experience and operating expenses. Through machine learning, this AI breakthrough allows you to discover journey insights and opportunities with ease. IRIS uses proprietary journey scores and patented technology, giving you simple visual metrics and alerts to effortlessly measure, monitor, and manage the health of your journeys. IRIS works efficiently with aggregated data, even from previously siloed sources, giving you a fast, complete, and accurate picture of your customer journeys.


Starting this taxonomy process for the organization will support more effective journey mapping and analytics.

Ready to learn more?

Achieve customer experience excellence with the customer journey experts at BryterCX.

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