Customer journey: from vision to satisfaction

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Discover the keys that will help you gain visibility over the customer journey and take note of the actions you should take to continue maintaining that advantage.
In an increasingly competitive market, companies are advancing their efforts to better understand customer relationships and gain visibility into the customer journey , seeking a 360-degree view of customers to inform marketing activities, increase sales and cross-sell.


Data that reveals the details of the customer journey makes marketing analysis and planning possible . But that information must be obtained from the customers themselves and from the different points of contact with the company. Only if it is complete, relevant and of quality will it be useful to drive specific marketing and service efforts.



How to better understand the customer journey?
The way to better understand the customer journey is to paytm database the data collection process, improve the quality of the analysis and facilitate iterations . Many times, it will be concluded that the most appropriate thing to do is to invest in a technological solution that makes it easier to achieve these objectives and, in these cases, three premises must be taken into account:

Give data visualization the importance it deserves . The solution chosen must enable faster interpretation of analyses and the acquisition and sharing of knowledge.

Allow for an iterative approach , where complete or partial data sets can be ingested to immediately generate added business value while gradually enriching profiles.

Prioritise data quality and governance . This is an important part of the plan, in both cases, unless you want to risk diving into a sea of ​​confusion, lacking coherence.


Data quality as an essential part of MDM



Nowadays, sourcing raw materials is not the main problem . Organizations have a relatively easy time obtaining data from many sources. The challenge is that there is not always a common understanding of data definitions across the company. It may happen that what is called “customer” in one area does not match what other departments want to express when using that term . This lack of integrity would affect the interpretation of the customer journey and, therefore, the decisions that are made as a result.

Before you start building rules, you need to invest the time to understand all of your data. This happens before setting up the customer journey . This pragmatic approach is highly advisable for high-growth organizations that can't afford to invest in armies of Hadoop-skilled developers.

Once visibility is gained on this journey, it is necessary to ensure that the information collected in the future about the customer and new interactions with the company maintains the appropriate quality . Periodic controls, correct governance, support from Master Data Management and adequate metadata management will allow this objective to be achieved, making it easier for the organization to take action at the right times and with the right message. In this way, the possibilities of maintaining customer loyalty, obtaining additional income and improving their experience and, therefore, their satisfaction with the brand will increase.