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Can Journey Analytics Drive Digital Channel Success?

Nicolas de Kouchkovsky  ( Industry Analyst & Fractional CMO, CaCube Consulting)

Date: Monday, March 17

Time: 10:00 am - 10:45 am

Pass Type: Premium

Session Type: Impact Summit

Vault Recording: TBD

Businesses continue to struggle with their digital strategies. A recent J.D. Power survey reveals that only one-third of customers select digital as their first channel of choice, a blow considering the investments enterprises have made over the last decade. Studies also show that forcing customers to switch channels during an interaction often results in lower satisfaction. Contact center and CX teams are grappling with three main challenges:

1. Lower than expected containment: Too many customers who begin their journey using self-service end up transferring to an agent. This leads to longer interactions, lower CSat, and poor adoption.

2. Channel hopping: Given the choice of multiple channels, many customers switch between channels, which increases their effort and produces poor experiences

3. Fragmented customer journeys: The proliferation of touchpoints is backfiring, leaving customers unsure which to use for their issue.

Customer Journey Analytics (CJA) has re-emerged as a promising tool to uncover these issues. CJA was a top investment priority this year according to Gartner, second only to AI. Yet, journey analytics/orchestration are often under-deployed and poorly understood. In this session, a leading CX industry expert will describe how and why multi-channel experiences have failed to live up to expectations, and how CJA may help enterprises diagnose and solve specific problems in this area.