Adobe Customer Journey Analytics Use Case
Pinpoint friction in your customer journey.
Identify and eliminate pain points, bottlenecks and areas of friction across your customer journey.
Strengthen engagement with insights into every touchpoint.
Customer Journey Analytics analyses customer interactions, behaviours and sentiments at every touchpoint so you can identify obstacles to conversion, retention and satisfaction — and take proactive measures to address them.
Analyse customer journeys from any angle.
Analysing an entire customer journey to surface what factors are causing friction can be a challenge. Analysis workspace in Customer Journey Analytics gives everyone in your organisation a robust, flexible user interface that lets them uncover pain points and bottlenecks. Tools such as free-form tables and cohort analysis let them to dive deeper into the data and see the type of user and the channel or journey point that’s causing them the most friction. With advanced data management and measurement capabilities, your team can instantly create and apply segments, apply attribution models and look into any dimension of data — all without a line of code.
Understand which customers are experiencing the biggest friction points.
To identify gaps in your user experience, you need to see the entire customer journey across every channel. Customer Journey Analytics provides a variety of interactive visualisations to help make sense of your insights and identify areas that may be affecting your users. Fallout visualisations show where customers drop out of key flows in your user experience. Flow visualisations provide a granular view of the user’s movements throughout your sites and apps. Cohort analysis compares groups of customers over time. These tools let you quickly see what’s causing friction and who it’s affecting.
Stay proactive in removing customer friction.
Analysing large customer datasets is challenging. Finding relationships among hundreds of different data types and customer profiles can take months. To continuously pinpoint friction across your customer journey, derived fields in Customer Journey Analytics generate insights on-the-fly, letting you to quickly find and mitigate friction. Identify key touchpoints to understand which ones are most engaging and which ones cause drop-offs. You can also segment customers based on behaviours and tailor experiences for heavily engaged users to increase journey efficiency. Customer Journey Analytics also lets you track the stages customers move through — from awareness to decision — so you can identify bottlenecks and optimise the flow.
OTTO uses the extensive and integrated data analyses of Customer Journey Analytics for ongoing optimisation.
TSB uses actionable customer insights to understand how each customer’s banking journey can be improved at every step.
Pethealth delivers page-level and component-level insights in minutes for better optimisation and personalisation.
Questions? We have answers.
How can businesses proactively detect hidden friction in complex customer journeys?
What are flow visualisations in Customer Journey Analytics?
Flow and fallout visualisations in Customer Journey Analytics allows you to trace customer paths before and after specific events, uncovering precisely where friction or abandonment occurs.
- By visualising the sequential journey, you can determine:
- What percentage of users move from one channel to another (e.g., web to call centre).
- Which step, event or touchpoint leads to customer frustration, support requests or abandonment.
- You can also analyse paths by customer segments or compare behaviours across cohorts.
