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Why a Journey View is Important for Understanding CX

May 12, 2021

Having the fastest car on the racetrack won’t guarantee that you will finish first. Having a clear understanding of the racetrack before the green light is what enables you to maneuver efficiently to reach the finish line.

The goal is to improve the overall customer experience. From the first interaction to the last, we know that facilitating their interactions with your business is what drives increased retention and ROI.

Is it complicated? Yes, but not really. Traditionally, understanding customer journeys has been very complex, difficult, and expensive to achieve. Enterprises use a variety of vendors and processes to manage journeys when they should look towards a unified view. With rapidly advancing technology on our side, organizations are now able to use data at their disposal to create outstanding human experiences. 

To truly understand CX, you must view the entire landscape as a journey. But what stands in your way to understanding CX and reaping the benefits?

Well, data silos primarily:

A data silo is a situation where only a certain group or department has access to a specific set of data. We’ve advocated long and hard against data silos and their negative impact on customer journeys. More on this subject at

Overcoming this issue is just as much a functional change as it is cultural. As one of the primary roadblocks to effective Journey Intelligence, removing silos and transitioning to an omnichannel approach is a top priority for organizations.

Viewing CX as an end-to-end journey requires involvement from all departments, removal of data silos and the creation of complete metrics to measure the overall customer experience.

What we know is that looking at a customer’s individual actions isn’t enough. It takes an omnichannel view of your broader customer base to enable true journey intelligence. The real question is how well do you understand customer behavior?

Customer journey tools include Analytics, Mapping, Orchestration, and an Actionable dashboard.

Each of these tools can provide tremendous value when used in conjunction with the others, especially when they are enabled by Artificial Intelligence (AI) and Machine Learning (ML).

Used alone or in isolation from other tools, their value is more limited.

“You can’t become customer-obsessed without becoming journey-centric.”  ~Joana de Quintanilha, VP and Principal Analyst, Forrester

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