How To Stop Fragmenting Customer Journeys

Technology is essential to the modern customer journey. Organisations that don’t seamlessly connect with their customers through new technologies are falling behind.

And at a fast rate.

  • According to Harvard Business Review, brands with leading customer satisfaction rankings for three or more years grow revenues 2.5x faster and deliver 2-5x more shareholder returns over the following decade. 
  • And at least 40% of all companies won’t survive in the next ten years if they fail to figure out how to change and transform their business to accommodate the latest technologies.

Customers want to have the same great journey that they’ve had in the past with your organisation. But the evolving digital landscape has become a disruptive force and the rate of digitisation has made this increasingly difficult to achieve. 

Of course, there are plenty of traditional ways to keep a customer happy, but without the necessary data management, technology integration and governance, customer journeys will continue to fragment.

Simply put, staying up-to-date on your customers’ technological preferences and needs is essential. Or they won’t stick around for long.

So what are fragmented customer journeys and how do you avoid them?

What Is A Fragmented Customer Journey?

Fragmented customer journeys are when your customers can’t seamlessly access all of the information that they require at a given moment. 

Whether it’s about their account, interactions, or products, fragmentation makes it difficult for them to make sense of their journey across multiple organisations.

This is often because these technological tools aren’t seamlessly connected.

“Organisations often outsource to external marketing agencies to manage their

many channels or operate with disparate teams working on several different campaigns

through a mix of legacy and new technologies. This approach creates multiple data silos

and adds complexity to coordinate with communication initiatives, causing enormous

challenges when trying to access the correct customer data and reworking it into valuable, sales-driving information.” – Globant Sentinel Report.

But remedying this can be an opportunity to generate more revenue and loyalty from the customers you do have.

People want to do business with companies that make their lives easier, not more complicated. So developing a strategy that incorporates AI, cloud technologies and other modern toolsets makes a massive impact on the overall resilience and growth of an organisation.

Data: The Key To Hyper-Personalisation

Clean, accessible data is crucial to any customer journey. It’s what allows you to personalise each user’s experience. To make every action more relevant to their needs.

And this data should be integrated into all customer-facing technologies to ensure a consistent experience across all channels.

Without the right data, you can’t create the perfect journey for each individual customer.

So it’s essential that you have a good understanding of your customer data. Including where it comes from and how it’s used. 

That’s where proper data management becomes an important part of technology integration.

This is because just 3% of all enterprise data meets quality standards and 60-73% of enterprise data is never used for any strategic purpose.

One of the biggest issues that frustrates customers is when their information isn’t shared across different platforms. 

Customers expect your organisation to know what other organisations they’re already working with and give them access to all of the information that they need. Even if it’s stored in a separate data management system or program.

By taking the time to analyse customer journeys, you can determine the best ways to integrate technology into the customer experience. 

And by creating a personalised, streamlined journey for each customer that is both easy and convenient, you’ll be able to retain your customers in the long run.

Hyper-Personalisation: The Door To Customer Success

With hyper-personalisation, you can provide customers with the best possible experience by targeting them based on their individual needs and behaviours.

How does it differ from traditional segmentation?

Segmentation focuses on creating customer groups based on their shared activities,  likes and dislikes. 

Hyper-personalisation, on the other hand, hones in on micro-differences which can be great for targeting customers at an individual level. 

This type of personalisation allows not only for better retention of your customers, but also for behavioural change. It might be wanting a customer to buy more. Or to buy less.

When approaching hyper-personalisation, it’s important to determine your goal for providing it in the first place. Is it providing better service? Increasing revenue? Or Improving supply chain processes?

Once you’ve determined what this looks like in practice, you can begin looking at how to best approach it.

Take data analysis, for example of. It plays a key role in highlighting patterns that can help in creating personalised customer experiences.

If 40% of people visiting your website move their mouse cursors in certain areas for prolonged periods, then you’re able to identify new spaces to innovate.

Looking at this pattern might tell you something about their browsing habits or their interests at this stage. This information can then drive more personal experiences by sending email, ads, or other promotions that are relevant to them.

By ensuring that you have access to the right data and the ideal technology to manage and play with that data, you ensure remarkable innovation where your customers are concerned. 

Consider Us The Big Data Locksmith

By keeping up-to-date on your customer’s technological preferences and needs, you can reduce your customers’ frustration levels. 

You will also be able to ensure that they have a positive customer journey with minimal issues.

Although having the key is one thing. Opening a door with a rusted handle is another.

If you need help updating your legacy systems, better data and a headstart in a world driven to digitisation, we are more than ready to assist.

The future of business depends on understanding how to take advantage of emerging technologies like AI and machine learning. 

Do you have the knowledge that it takes to succeed in this changing landscape? Do you want to learn how to gain an advantage from these technologies?

If so, get in touch. We have a team of Big Data, ML and AI experts who can help your business integrate these tools into your customer journey strategy.

Contact us today for more information!

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