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 #3: Resistance from IT
It is often the case that your own internal IT department will offer to do analytics, mapping, orchestration, dashboarding, and other aspects of journey intelligence in house.
Their goal is to save the money that would be spent on a vendor, cutting costs, while keeping control of company technology.
In our experience, they have the best of intentions, but rarely deliver on these promises.
We’ve seen it happen a dozen times…a potential customer calls to say, “IT wants to build it for us.”
Invariably, we get a call a year later that the system either hasn’t been built or doesn’t work. We are still happy to work with them, but now they’ve lost a year and a lot of money on internal resources, not to mention the potential impact to customers.
This is not to criticize internal IT. They are certainly very good at doing the tech your core business demands they do.
However, vendors working in journey intelligence have data scientists and experienced engineers whose entire careers have been dedicated to understanding, analyzing, mapping, visioning, and orchestrating customer journeys. They have decades of institutional knowledge. It’s hard to replicate that with a non-specialized team.
Choose the right vendor. Choose a vendor who clearly has decades of expertise and technical acumen, so that your internal IT team will have more confidence in their ability.
Share scope. Provide a realistic estimate of the scope of the project, so that IT understands what it is offering to take on.
Leverage your champion. If you have a C-level champion, they should be able to help you negotiate.
Offer to collaborate. If IT’s resistance is in part fear of loss of control, offer to involve them closely in implementation, and credit them when insights start to roll in.
Show the ROI. Any good journey intelligence vendor will be able to clearly demonstrate ROI. In fact, journey intelligence has such phenomenal ROI, it should be easy to convince the tech team that an external investment will pay off, leaving their resources available to complete important internal projects.
Stay tuned for more in this series.
Vendors working in journey intelligence have data scientists and experienced engineers whose entire careers have been dedicated to understanding, analyzing, mapping, visioning, and orchestrating customer journeys. They have decades of institutional knowledge. It’s hard to replicate that with a non-specialized, internal IT team.