Why Journeys are Your Most Powerful Business Tool

In today's digital age, businesses are flooded with data. From quantitative metrics that tell us what’s happening to qualitative insights that reveal how customers feel, we have more tools than ever to understand our customers. However, a missing piece in this puzzle is often overlooked but is crucial for seamless execution: proximity data. At TheyDo, we’ve harnessed the power of this data dimension to redefine journey management, and the results speak for themselves.

Journey Management 2.0: Integrating Proximity Data

When people think about journey management, they focus on customer experience (CX) metrics. TheyDo has always been at the forefront of CX, but we’re taking it a step further. Imagine integrating all quant and qual data with a proximity dataset, transforming journey management into a comprehensive business performance dashboard.

Understanding Quant, Qual, and Proximity Data

Quant Data:

• What, Who, How Often: Quantitative metrics provide measurable data points. They tell us what happened, who was involved, and how frequently these events occur.
• Example: Conversion rates, customer interactions, transaction volume.

Qual Data:

• Why: Qualitative insights delve into the reasons behind the numbers. They explain why customers behave a certain way or express particular sentiments.
• Example: Customer feedback, sentiment analysis, survey responses.

Proximity Data:

• How Quant and Qual Relate: Proximity data brings context by showing how quantitative and qualitative data are distributed. It adds layers of frequency, location, and relational distance, both vertically (across different levels of interaction) and horizontally (across various touchpoints in a process).
• Example: Mapping the journey touchpoints to understand where customers spend time, identifying choke points, and spatially relating different data types.

Why This Matters for Your Business

1. Enhanced Understanding Across the Board:

Proximity data allows you to see where interactions occur, how frequently they happen, and their impact across various metrics, from customer satisfaction to operational efficiency. This comprehensive view helps you understand your customers and your entire business landscape.

Example:

• Quant: A retail chain discovered that the average checkout time was 10 minutes.
• Qual: Customer feedback indicated frustration with the long wait.
• Proximity: By analyzing proximity data, they identified peak times and locations of these bottlenecks. This led to reallocating staff and redesigning the checkout process, reducing wait times and improving customer experience.

2. Improved Coordination Across Departments:

With a unified framework that includes proximity data, all departments—from marketing to HR to supply chain—are aligned with the same journey hierarchy. This alignment ensures everyone works towards the same goals, significantly boosting operational efficiency.

Example:

• Quant: A telecom company tracked a high volume of service complaints.
• Qual: Customer feedback highlighted network coverage issues.
• Proximity: Proximity data identified geographic gaps in coverage. Technical teams were then directed to address these specific areas, resulting in decreased complaints and improved service quality.

3. Opportunity Identification Beyond CX:

Analysing the spatial context of various business metrics allows you to uncover opportunities not immediately visible through traditional data. This means you’re not just reacting to feedback but proactively improving every aspect of your business operations.

Example:

• Quant: An e-commerce platform tracked late-night mobile user sessions with low conversion rates.
• Qual: Qualitative data revealed that users were not completing purchases due to poor mobile navigation.
• Proximity: Proximity data showed that these users were often on the go. The platform boosted conversion rates by tailoring the mobile experience to be more streamlined.

4. Strategic Decision-Making with a 360° View:

Integration of business metrics provides a balanced approach. Equipped with data on everything from customer satisfaction to operational efficiency, you can make informed strategic decisions that benefit both customers and the business.

Example:

• Quant: A financial services firm noted high dropout rates in their loan application process.
• Qual: Customer surveys indicated the application process was too cumbersome.
• Proximity: Proximity data helped map the entire application journey, highlighting key dropout points. By streamlining these touchpoints, they reduced dropouts and increased approvals.

Scaling Journey Management

Achieving this level of journey management requires a shift in mindset and practice:

• Governance: Establishing a governance team and involving top management ensures the initiative gets its support.
• Technology Integration: To streamline data, utilise TheyDo’s integrations with tools like BigQuary, Snowflake, Qualtrics, Jira, and Azure DevOps.
• Continuous Improvement: Implement feedback loops and regular retrospectives to refine your journey management practices.

In Conclusion

Qualt, Quant, boosted by unique proximity data, adds a critical dimension to journey management, enabling businesses to navigate the entire landscape with unprecedented clarity.

At TheyDo, we take journeys further, making them your most powerful business tool. To have everyone agree, including your customers.

If you would like more insights, you can visit TheyDo or contact me directly.

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