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Understanding the Customer Journey Ecosystem, Part 4: Actionable Dashboards

By February 19, 2021 No Comments
February 19, 2021

For most companies, customer journey management involves a collection of siloed tools and processes that demand extensive resources and provide very little actionable insight, if any.

Enterprises tend to use a variety of different vendors, databases, and processes to try and understand customer journeys.

What they often lack is a single, unified view of a customer’s journey. Enterprises struggle to show how managing journeys can impact overall business objectives across channels.

Customer journey tools could include:

  • Analytics
  • Mapping
  • Orchestration
  • Actionable dashboard

Each of these tools can provide tremendous value when used in conjunction with the others, especially when they are enabled by Artificial Intelligence (AI) and Machine Learning (ML). Used alone or in isolation from other tools, their value is more limited.

By bringing these capabilities together into one centralized view of the customer journey, you create huge efficiencies of scale, reduce work, and achieve better ROI while enabling true journey intelligence.

First, we need to understand the customer journey ecosystem.

ACTIONABLE DASHBOARD & VISUALIZATION

Definition

Actionable dashboard: An interactive user interface, designed to deliver historical, current, and predictive information typically represented by key performance indicators (KPIs) using visual cues to focus user attention on important conditions, trends, and exceptions (Source: Forrester).

An actionable dashboard is a fundamental component of the customer journey ecosystem, too often overlooked as a value-added benefit to other tools.

When a dashboard includes KPI trends for a business goal, companies can identify impactful changes to business processes.

Monitoring and alerting reduces the time it takes to identify issues in your customer journeys, thereby helping to optimize your customer experience and operational costs.

A useful and actionable dashboard should:

  • Give leaders the ability to monitor data and understand trends, not just look at individual points in time.
  • Leverage AI and ML to provide automated insights.
  • Allow for journeys and sub-journeys to be scored, providing an ability to evaluate performance over time.
  • Provide alerts when critical customer experiences or outcomes are trending down.
  • Highlight and visualize channel leakage.
  • Quickly and easily show what changes need to be made and predict the potential impact of those changes.

Dashboards are critical because they give everyone equal and consistent access to the insights and can actually democratize the data. A well designed actionable dashboard quickly allows you to understand actions that could be taken in order to change an experience and leverages machine learning to provide automated insight.

Customer journeys have typically been the provenance of analysts and customer experience professionals. Executives and business owners haven’t historically had much access or understanding of customer journeys or the importance of managing them.

Why? Because they have historically been complex and difficult to understand, relying on deep data analysis and expertise.

Yet business-line owners and C-level executives who own products, channels, and P&L oversight need customer journey intelligence desperately. They have the responsibility for revenue generation, cost control, and strategic initiatives. Managing those areas without understanding journeys is like flying blind.

An actionable dashboard allows leaders of business units, channels, or even the executive team to easily consume, understand, and act on customer journeys.