Drawing on insights from our daily practice, Deloitte Digital has created this practical guide, called Building your Experience Business. It is designed to help organizations fundamentally change the way they engage and interact with customers.
Using Behavioral Data to Optimize Customer Journeys
Customers increasingly expect organizations to offer consistent and personalized interactions across online and offline channels. Customer-facing departments try to keep up by tailoring each interaction to individual needs. However, identifying and acting on these needs in a consistent manner is more easily said than done. The challenge is to develop an integrated view of needs and performances across these interactions. So how can organizations effectively track and monitor behavior across the entire customer journey to identify opportunities and pain points for optimizing the customer experience?
When they interact with an organization, customers pass through multiple stages, each impacting their awareness of the brand, their willingness to consider and use the brand, and their likeliness to return to the brand. A visualized customer journey provides a roadmap of the interactions that shape the overall brand experience.
Once you have defined the ideal customer journey, seven key steps will enable you to implement a concept known as closed-loop experience management - the capability to continuously collect data from different channels throughout the customer journey, use this data to develop insights and then further optimize the customer journey based on these insights.
Click here to read all 7 key steps
Download the guide on how to Track and Trace customer journeys
Get in touch
Mark de Koo
Mark de Koo is Director in Digital Marketing at Deloitte Consulting in the Netherlands. Working within the Deloitte Digital service line, Mark is focused on the implementation of digital & closed-loop online marketing to create a seamless omni-channel customer experience with real-time personalized customer interaction. He works with tools like (online) marketing automation (e.g. Adobe Marketing Cloud), customer journeys, advanced predictive behavioural analytics and customer lifetime value to maximize customer interaction intelligence. Next to this, Mark has a large experience on leadership and cultural development.
Sander de Koster
Sander is a recognized digital leader focused on the intersection of customer experience design, data-driven customer engagement and cognitive capabilities