Report: The Shift To Customer Journey Insights

THe shift to customer journey insights reportWe just published a Temkin Group report, The Shift To Customer Journey Insights. Here’s the executive summary:

Customer insights are critical to customer experience programs. However, current insights’ efforts tend to focus on individual interactions rather than on a customer’s entire journey, and as a result, they often fail to provide a complete picture of a customer’s experience with the company. This report helps companies shift their insights efforts from concentrating narrowly on single transactions to focusing broadly on customers’ journeys.

Here are some highlights :

  • We developed an approach to help companies create a comprehensive view of journeys called Customer Journey Insights (CJI), which is made up of five strategies: Internal Journey Alignment, Journey Data Farming, Journey Performance Tracking, Journey Visualization, and Journey Prioritization.
  • We share 20 examples of best practices from companies that are applying these strategies to develop a more complete understanding of their customers’ journeys.
  • To help companies master these strategies, we have identified three stages organizations proceed through on their path to enabling customer journeys: 1) Customer Journey Orientation, 2) Customer Journey Enablement, and 3) Customer Journey Mastery.

Download report for $195
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Here are the best practices focused around five strategies for shifting towards customer journey insights:

  1. Internal Journey Alignment. Shift the company’s mindset away from siloed interaction success to customer goal facilitation.
  2. Journey Data Farming. Tap into adjacent data sources and make linkages across channels.
  3. Journey Performance Tracking. Overhaul metrics to measure performance across customer journeys.
  4. Journey Visualization. Create mechanisms for communicating insights in a way that reinforces the centrality of customer journeys.
  5. Journey Prioritization. Focus on the journeys, customer segments, and channels that are strategic business priorities.

Customer journey insights best practices

Download report for $195
download customer journey insights report


Report Outline:

  • Customer Insights Need An Overhaul
    • Customer Insights Are Falling Short
  • The Rise of Customer Journey Insights
    • Strategy No. 1: Internal Journey Alignments
    • Strategy No. 2: Journey Data Farming
    • Strategy No. 3: Journey Performance Tracking
    • Strategy No. 4: Journey Visualization
    • Strategy No. 5: Journey Prioritization
  • The Path To Customer Journey Analytics

 

Figures in the Report:

  1. The Changing Importance of Customer Insight Channels
  2. CX Measurement Across Different Interaction Channels
  3. Shift To Customer Journey Insights
  4. Customer Journey Insights Best Practices
  5. Linking Customer Journey InsightsTo A Strategic Goal
  6. Examples Of Data Types And Uses By Channel
  7. Use of CX Metrics
  8. Visualization Of A Financial Services Journey
  9. Design Dashboards Differently For Customer Journeys
  10. Explore Variation by Channel
  11. Identify and Prioritize Specific Customer Journeys
  12. Customer Journey Insights: Common Challenges
  13. The Evolution to Customer Journey Insights

Download report for $195
download customer journey insights report

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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