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Overcoming Roadblocks to Journey Intelligence & Complete CX Illumination: Part 1 – Data Access

March 16, 2021

Journey intelligence is a holistic view of the customer journey that enables rapid and informed decision-making to improve CX and business outcomes.

Traditionally, understanding customer journeys has been very complex, difficult, and expensive to achieve. But it doesn’t have to be. Help your company embrace journey intelligence by learning the common roadblocks that can arise and how to address them.

Roadblock #1: Data Access

For most enterprises, data exists in silos, and access to this data can be highly politicized.

An insurance call center executive trying to understand points of failure probably needs website and mobile app data to understand how and why customers got to the call center in the first place.

The owner of that digital data may not be inclined to spend her team’s time and resources on making sure he gets that data, for a myriad of reasons. Maybe she’s concerned he will throw her under the bus for the failures of the digital channel. She may be afraid the project will identify a hundred new priorities her team now has to work on. She may simply be busy with her own projects and priorities.

Even great leaders at inclusive, supportive companies can be subject to this kind of thinking: sharing data and participating in omnichannel analysis is more likely to cause trouble and bring scrutiny. Is it worth it?

Multiply this dynamic by dozens of channels and silos, and it may feel impossible to get the data you need to make real inroads in understanding, managing, and optimizing the customer journey.

Suggestions

  1. Start small. The champion of a customer journey initiative should start small. You can start with just one or two journeys, and use just two or three touchpoints. Show value and ROI, and eventually, you’ll be able to make the case to broaden and expand your customer journey intelligence efforts.
  2. Get a champion. Get a C-level champion with the political and social capital to collect the data you need. Any customer intelligence suite worth your investment should have c-level visibility built in; dashboarding makes what you’re doing easily digestible and understandable to non-analysts. There may be people who don’t want the c-level sponsor to have access to the data, an issue that can be addressed with incentives and immunity.
  3. Create incentives. Incentivize channel owners based on Journey Scores. Again, a worthwhile journey intelligence approach should produce one single number, often called a Journey Score. This is a number you can use, like NPS, to rally your team around and to incentivize leaders. Once leaders of different channels see a personal benefit to participating in the project, they may be more likely to do it. Also, if call center metrics improve because of changes to the website, make sure everyone is rewarded and recognized, not just the call center.
  4. Offer “immunity.” As you begin your journey intelligence efforts, assure all affected leaders that this effort is focused on making the customer experience better. The goal is not about blaming channels or touchpoints or about finding fault with individuals. Create an environment where the head of digital can feel free to say, “Our ‘open-a-new-account’ customer journey is deeply flawed,” without fearing retribution.
  5. Deliver resources. There is nothing more frustrating than a project that identifies fixable problems but fails to support solving them. If points of friction are identified, make sure your team has resources and support to solve them. Most will be easier to solve than you think.
  6. Stay tuned for more in this series.


Traditionally, understanding customer journeys has been very complex, difficult, and expensive to achieve. But it doesn’t have to be. Help your company embrace journey intelligence by learning the common roadblocks that can arise and how to address them.

Ready to learn more?

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