Summary
Customers use a range of touchpoints to discover, explore, buy, and engage with products and services. Yet companies continue to optimize touchpoints in isolation, struggle to prove the value of customer interactions, and squander opportunities to boost loyalty. Journey analytics helps companies combine quantitative and qualitative data to optimize customer interactions and predict future behaviors. This report outlines a pragmatic approach to journey analytics for customer experience (CX) and customer insights (CI) professionals, one that leverages current analytics approaches and technologies to uncover multi-touchpoint behavior.
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