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The sweet spot: Journey analytics plus research
This is part of a series on 'Rethinking the Service Experience'.
Journey analytics and journey research are two approaches to understand customer journeys. The sweet spot is when you combine them together.
At the start of the service experience revolution there was little opportunity to use quantitative customer data and journey analysis tools to understand customers and their journeys. So nascent service experience designers had to resort to using qualitative insights and journey research techniques instead.
The low barrier to entry provided by qualitative journey research resulted in an explosion in designers using customer journey maps; a seriously flawed tool that creates an unrepresentative, unrealistic and unimplementable understanding of customers and their behaviour. The widespread use of these maps has damaged the professionalisation of service experience design.
It is amazing how a few years can change things.
Today, service experience designers have access to corporate data lakes containing data about Customers, their Contracts, their Contacts and increasingly, real-time streams of Consumption data (the 4Cs). They also have journey analytics tools they can use to analyse the journeys customers really take to get their jobs done and the outcomes they desire. Yesterday's hypothetical customer journey map has been replaced by today's real-world Sankey diagrams.
This brave new world of journey analytics has produced a new and different problem. Although journey analytics will tell you everything you need to know about the journeys customers took, they won't tell you anything about why they took them, the journeys they had with other companies and particularly, the journeys they would have liked to have taken if only someone had enabled them (collectively, the missing 5th Contextual C).
Just as qualitative journey research was flawed because it didn't focus on what customers really do, so journey analytics is flawed because it doesn't focus on why they do it, what else they do and what they would have liked to do. To fill in this gap, you need good old journey research. Only when you combine the two do you get a complete picture of customers, their desires, their intentions and their actions.
- Use corporate data lakes containing the 4Cs and journey analytics tools to understand the journeys customers really take.
- Augment journey analytics using journey research to understand the missing 5th Contextual C.
- Use the combination of journeys analytics plus journey research as the foundation for comprehensive service experience design.
AND A BONUS
The integration of journey analytics and journey orchestration in tools like Thunderhead (https://www.thunderhead.com/) allows you to design, implement, operate and continuously improve customer journeys all at the same time.
What do you think? Is the sweet spot journey analytics plus journey research?
Original LinkedIn post: https://www.linkedin.com/posts/grahamhill_servicedesign-cx-journeyanalyt...
Graham Hill has been a Management Consultant, Interim and Director for over 30 blue-chip companies, in 15 different countries, over the past 30 years. Most of his work has involved building complex service systems, directing their implementation and managing the resulting organisational transformation. He is an acknowledged SME in customer...