{"id":2244,"date":"2020-02-07T03:56:18","date_gmt":"2020-02-07T00:56:18","guid":{"rendered":"http:\/\/kusuaks7\/?p=1849"},"modified":"2024-01-15T15:48:42","modified_gmt":"2024-01-15T15:48:42","slug":"ai-and-analytics-optimizing-your-digital-customer-journey-map","status":"publish","type":"post","link":"https:\/\/www.experfy.com\/blog\/ai-ml\/ai-and-analytics-optimizing-your-digital-customer-journey-map\/","title":{"rendered":"AI And Analytics: Optimizing Your Digital Customer Journey Map"},"content":{"rendered":"\t\t
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GETTY<\/p>\nCustomer journey maps are not a new thing, but as new technologies and communication channels have infiltrated the buying journey, they\u2019ve become a lot more\u2014well\u2014complicated.\u00a0Rather than a linear map<\/a>\u00a0moving the customer from Point A (your first touchpoint of marketing) to Point B (the point of purchase), digital customer journey maps today look more like elaborate pinball games. Customers bounce from channel to channel at will, at any time of day or night, often creating their own touchpoints via third-party sources. It\u2019s up to each individual business to make sense of the trails they follow and the final outcomes of each interaction.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\tIndeed, today, digital customer journey maps are less about static directional paths and more about living, breathing information that companies need to capture and analyze in real time. What\u2019s more, the way you set up your customer journey map needs to be able to scale with your company, meaning you need to develop it with the foresight of future technologies, products, and services in mind.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\nIt sounds overwhelming, I know. But research shows that spending time developing an effective digital customer journey map will\u00a0pay off in lots of ways<\/a>\u2014higher return on marketing investment, lower customer service costs, higher rates of cross-selling\/upselling, and more positive social media mentions, among other benefits. The following are a few tips for optimizing your digital customer journey map.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Optimizing Your Digital Customer Journey Map: Data and New Technologies\u00a0<\/strong><\/h2><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tOne of the most important things you can to optimize your digital customer journey map is to recognize that it\u2019s actually a way to gather information about your customers\u2014preferably in real time. The more information you\u2019re able to gather, the better. This means you\u2019ll constantly need to be\u00a0adding new touchpoints, channels, and devices<\/a>\u00a0(including those managed by third-parties) as technology and the data gained from it continues to evolve. This also means your organization will need to make critical investments in data collection, management, and software to enable successful utilization of that data. Customer Data Platforms and CRM\u2019s from companies like Microsoft, Salesforce, Oracle and SAS all have extensive capabilities in this domain. Having said that, there are a growing number of companies building comprehensive CDPs so its important to do your homework when selecting a platform.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tOk, so now that you recognize what needs to happen, let\u2019s talk about why execution is so important. In short, it comes down to one thing that CMOs and marketing leaders have long promised, but have only started to deliver on. Personalization.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tResearch shows that\u00a080%<\/a>\u00a0of customers are more likely to purchase a product if the marketing is personalized. Thus, the better we know our customer\u2014not just how they\u2019re shopping but why, how, and where\u2014the better we\u2019ll be able to personalize their experience and convert to not just a sale but a loyal customer. The data you capture through your comprehensive digital customer journey map will help you create solid, complex\u00a0personas<\/a>\u00a0that detail more than demographics. They detail why the customer is buying what you\u2019re selling (or not). When used intelligently, that\u2019s the information that will help differentiate you from your competitors.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThink about your own experiences, would you buy click on the personalized email that has recommendations based on your past purchases or your search history? Or would you click on the clearly generic email that talks about sales storewide? Both are important from a marketing perspective, but the personalized one will likely get more click-throughs.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tKeep in mind<\/strong>:<\/em>\u00a0customers are doing lots of self-education and will be finding out about your product and company on social media pages and websites you don\u2019t manage. Find ways to use AI to pull in as much third-party data as you can to make your personas as complete as possible.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Making Your Digital Customer Journey Map Actionable with AI<\/strong><\/h2><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tAs noted above, your digital customer journey map is worthless unless you have the platform in place to use the data and information you\u2019re gathering, and update the map as new touchpoints and technologies are uncovered. As such, they\u2019re never actually \u201ccomplete\u201d\u2014they\u2019re constantly evolving to be more complete based on the channels, devices, and touchpoints in use today. The utilization of AI and Machine Learning<\/a> to optimize data collection and performance are two key capabilities that can enable the true personalization of the digital customer journey. I recommend the following actions to ensure that you\u2019re making the most of your digital customer journey map.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Invest in the Tools:\u00a0<\/strong>Data without tools has almost no value for driving customer value. Depending on what your business does, the data it collects and the go to market strategy you employ, the investment and utilization of the right tools can be transformative and empower much greater returns and business agility. Some customer data platforms and tools are SaaS based and those often offer great flexibility but it can depend on the volume of data, the technical capability of your team and the vision for integration of all data sources. This will likely require a mix of SaaS, Cloud and legacy data systems on-prem.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\u25cf\u00a0\u00a0Close the gaps.<\/strong>\u00a0Because there are so many channels available today\u2014web, TV, mobile, social, etc.\u2014customers risk learning about your product out of context if you haven\u2019t aligned your messaging across platforms. When you find gaps\u2014close them to ensure that customers are getting a full, clear picture of your brand and services.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Test and change as needed.\u00a0<\/strong>As with anything in digital transformation, your digital customer journey map is meant to change over time. Constantly work with your team to\u00a0test your digital customer journey map<\/a>. Determine where new insights could be found or changes need to be made.\u00a0<\/strong>Think outside the box too.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\nIf maintaining a digital customer journey map seems like a lot of work, that\u2019s because it is. Luckily, AI and machine learning can manage a lot of the heavy lifting in terms of data processing. But beyond data, you\u2019ll want to make sure your\u00a0CIO and CMO work closely together<\/a>\u00a0to ensure that your digital customer journey map is as cohesive as possible. No man is an island. No customer journey map holds a magic treasure. It\u2019s a process of creating as complete of a map as you can to lead your customer where they personally want to go\u2014knowing that destination might even change tomorrow.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Maintaining a digital customer journey map seems like a lot of work, AI and machine learning can manage a lot of the heavy lifting in terms of data processing. But beyond data, you’ll want to make sure your CIO and CMO work closely together to ensure that your digital customer journey map is as cohesive as possible. No man is an island. No customer journey map holds a magic treasure. It’s a process of creating as complete of a map as you can to lead your customers where they personally want to go.<\/p>\n","protected":false},"author":607,"featured_media":3611,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[183],"tags":[97],"ppma_author":[3224],"class_list":["post-2244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-ml","tag-artificial-intelligence"],"authors":[{"term_id":3224,"user_id":607,"is_guest":0,"slug":"daniel-newman","display_name":"Daniel Newman","avatar_url":"https:\/\/www.experfy.com\/blog\/wp-content\/uploads\/2020\/04\/medium_7789c161-9099-44fa-ab1a-1a09d25b81d7-150x150.jpg","user_url":"https:\/\/futurumresearch.com\/%20","last_name":"Newman","first_name":"Daniel","job_title":"","description":"Daniel Newman is Founder, partner and operator of 4 companies. He is Principal Analyst at Futurum Research, CEO at Broadsuite Media Group and President at Digital Agency V3B. He is also an author and contributor to some of the world\u2019s largest media outlets. A regular on Forbes, Entrepreneur and The Huffington Post, as well as the author of 5 Amazon Best Selling Books, he is also an Adjunct Professor of Management at North Central College."}],"_links":{"self":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/2244","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/users\/607"}],"replies":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/comments?post=2244"}],"version-history":[{"count":8,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/2244\/revisions"}],"predecessor-version":[{"id":35510,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/2244\/revisions\/35510"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media\/3611"}],"wp:attachment":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media?parent=2244"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/categories?post=2244"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/tags?post=2244"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/ppma_author?post=2244"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}