How to Unlock the Strategic Benefits of a Customer Journey Analysis

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An in-depth Customer Journey Analysis has the power to refine your marketing strategies, accelerate growth, and completely transform your business. But a simple Google search will show you that doing these analyses comprehensively and accurately is anything but simple.

Things like NPS surveys — while important — are not a reliable data source alone, as people often say what they think they would do rather than what they would do.

That’s why at Cro Metrics, we’ve developed a unique approach that uncovers unsolicited data about each step in your customer journey, both qualitative and quantitative. Yes, it’s a lot of data, but with Iris, our proprietary analytics tool that unifies disparate data sources, and our expert strategists and analysts, we are able to dig through and find the meaning and opportunities within your customer journey.

When to Invest in Customer Journey Analysis

Getting all of this data together and organized is a huge challenge. That’s why many successful companies bring in a consultant to accurately collect and discover new data without interrupting their day-to-day business. Some key signs you may want to invest in a customer journey analysis include:

Increase conversions or engagement – Whether you’re seeing poor or unchanged metrics, there’s often many failure points that contribute to this. These are points in the customer journey where the customer is somehow distracted or moved away from the goal. We identify these, and help the business make informed decisions in optimizing for better results going forward.
Optimize experiences for different audience segments – Every business has multiple audiences, but not every business optimizes for each one. We help you understand each of your segments’ journey, and empower you to create tailored experiences that drive customer satisfaction, loyalty, and long-term revenue growth.
Enhance customer loyalty and retention – We help you see and understand each stage of your customer journey — allowing you to create stronger connections at every step, and to build trust that translates as repeat business over time.
Uncover data-driven growth opportunities – Through in-depth research, we can provide you with invaluable insights about your customer behavior that can reveal growth opportunities — like new channels or touchpoints — that can be optimized for a higher ROI.

The Cro Metrics Difference

Unlike other Customer Journey Analysis consultants, our approach offers a comprehensive multi-channel analysis, with both qualitative and quantitative data to uncover more in-depth customer insights. We’re able to do this using our proprietary tracking and analytics platform, Iris. Here’s a quick look at the things that our experts can do for your business with Iris.

Data integration

We connect all of your data sources into a cohesive system, allowing you to see a unified view of your customer journey, and to make an accurate, actionable analysis.

Detailed Analysis

Our detailed approach gives you an in-depth look at customer interactions during each stage of their journey — from awareness and consideration to decision and post-purchase behavior. Through key metrics like pageviews, signups, conversions, and exits, we help you pinpoint areas of improvement.

Benchmarking and Industry Comparison

By comparing your customer journey metrics against industry benchmarks, we identify the most significant opportunities for growth and optimization. This helps in setting realistic and impactful goals.

Visualization and Mapping:

We create detailed journey maps that visually represent customer interactions and touchpoints. These maps help in understanding the flow and identifying key areas where improvements can be made.

Prioritization and Roadmap Development:

With our new insights, we then help you develop a cross-channel prioritization matrix. This identifies high-impact actions and creates a structured roadmap for how to implement them — both for short-term and long-term growth.

Our Customer Journey Analysis gives you a strategic advantage by turning data into actionable insights — ones that will allow you to see a clear data-driven path to enhancing customer satisfaction, loyalty, and driving significant business growth. Curious what a Customer Journey Analysis actually looks likes? Here’s an example! When you partner with us, we’ll make sure that your customer journey is continuously refined and aligned with both your business goals and customer expectations.