How Customer Analytics and Insights Enrich Customer Journey Design: Primary Research

Leveraging multi-channel customer analytics and insights to enrich customer journey design has the potential to:

Insights gleaned from business intelligence reports and dashboards are worthwhile for decision support, early warning signals or identifying trends that warrant further investigation before taking action. However, advances in analytical technology (cognitive and machine learning) for example—combined with the proliferation of customer engagement channels has created the potential to fuel omni-channel customer journey design.

At present, there are five main types of advanced analytics:

It should come as no surprise that enterprise-level omni-channel customer analytics, similar to Big Data Analytics (BDA), encompass numerous information sources, multiple technologies (software and hardware), nimble business processes and specialized human expertise in advanced analytics. Not surprisingly, this Hypatia Research Group study found that global organizations are successfully utilizing various analytical techniques in the form of these types of engagement. (See Figure 1)

Hypathia Research Group surveyed more than 3000 global executives directly involved with extrapolating and applying customer insights with goals such as growth acceleration, service and support enhancement, customer acquisition and retention improvements.

Input from 566 respondents that actually use, recommend, influence, hold budget or veto power over the purchase of enterprise customer analytics and insights, customer engagement and journey design process software were included in our analysis of how, why or when organizations:

Further analysis is available in our latest Galaxy study. All rights reserved. No part of this research study may be re-purposed, distributed, translated or published in any format without the express written consent of the Hypatia Research Group, LLC and its management. Permission to link to this research must be requested in writing. For advisory services or assistance with vendor selection, requirements gathering or business process mapping, contact [email protected]. For information on licensing, reprint or purchase of research, please contact [email protected]

[1] See “Delivering Big Data Analytics Insights: Why Choose Between Accuracy, Agility or Speed?”

[2] Omni-channel versus multi-channel: omni-channel is the use of all physical channels (offline) and digital channels (online) which offers a seamless, innovative and unified customer experience. Multi-channel is the use of three or more channels of engagement.

[3]  In the consumer world, pieces of cognitive analytics form the core of artificial personal assistants such as Apple’s Siri® voice recognition software and the Google Now service, as well as the backbone for the Xbox® video game system’s verbal command interface in Kinect®.