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Path to Journey Intelligence Maturity: Part 2 – Launch

April 9, 2021

In Stage 1, you prioritized your data sources and organized the most important (typically digital, mobile, IVR, and agent desktop). In Stage 2, you should continue to clean up and optimize additional data sources, so that as you’re progressing on the roadmap, you have more data at your disposal.

Stage 2 marks the real beginning of your journey science efforts. At this point, journeys move from an interesting concept to a structure for thinking about customer experience. The touchpoints that make up the individual journeys are no longer the focus; the journeys themselves are.

Stage 2 – Launch

At this stage, you will create a solid foundation by establishing data taxonomy for at least a few of your main data sources. Now you can begin to map the most impactful journeys.

Start with those that will have the most impact for the least effort. Work towards optimizing one or two journeys before adding more and you will begin to see where the problems are in your core journeys. and are trying to figure out how best to optimize those journeys.

Bill pay, creating a new account, product activation, or dispute handling are just a few of the low-effort, high-impact journeys that can be addressed across all industries.

You will begin to see omnichannel impacts (such as how changes to the website can affect the call center) but you may or may not have the connectivity or mandate to act on it just yet.

Suggestions:

  • Train business owners on journey analytics and develop tiered KPIs and dashboards for different internal audiences.

  • Start to make changes to eliminate pain points on journeys with the highest ROI.

  • Purchase tools or develop them internally to help you focus more on data mining and generating insights as you work towards journey management. These tools will grow with you as you organize more and more data sources, map more journeys, consider orchestration, and more.

  • Finding an experienced Journey Intelligence partner in Stage 2 is crucial. You’re starting to dig in and do the real work, even if it’s with only a small handful of journeys. You are starting to build journey management capabilities, and you won’t get very far if you have to rely only on internal analysts and technical teams.

The journey taxonomy serves as the foundation for the customer journey-centric enterprise. Starting this process for the organization will support more effective journey mapping and analytics.

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