Posted  March 8 2022

The important assessment of the customer journey.

Digital Transformation
Written by Jerônimo do Valle
The prevalence of e-commerce has made tracking customer interactions essential for businesses. However, due to the volume of data, this process is becoming increasingly difficult.

The growing complexity of online behaviors - with users switching between devices and browsers continuously - creates more erratic paths within websites and has exponentially multiplied the number of possible actions, further aggravating this situation.

In fact, studies show that, across all industries, improving user experience yields remarkable returns on investment. It is also estimated that organizations that offer exceptional journeys exceed the gross margins of their competitors by 26%, which forces us to question what really makes this relationship enjoyable - and profitable - and, finally, how to measure it properly.

Referring to human beings, it is fair to say that the perception of the same event can vary from individual to individual. There is a whole conjunction of factors, conscious and unconscious, involved in this “perception” and, taking this into account, the amount of answers to our doubt is close to infinity. However, through the use of statistics, the evaluation of market trends, attention to social thermometers and, above all, the collection, debugging and analysis of data referring to the consumption habits of users, within the company's digital territory, the deduction of expectations of these becomes viable, to the point that we are able to practically predict them, and, thus, design an adequate and potentially comprehensive model of an end-to-end journey, leaving only the task of measuring the success rate of the enterprise pending.

Taking advantage of this demand, many solutions have emerged in recent years to help visualize and nurture customer profiles with additional online data sources, however, almost all of them work less than desired and do not solve the real problems. Companies that use these tools constantly need to pair them with external applications that provide maps or dashboards full of attractive but insufficient graphics; which ends up overloading internal teams, reducing work performance and company productivity.

The conclusion, therefore, is that in order to obtain consistent and reliable numbers - and subsequent efficient use of them -, it is vital that corporations opt for an “integrated set of tools” that allows the verification of data in key areas, analyzing those that are specifically relevant and making them available at the professional's convenience. Acting as a true “ecosystem” of solutions, the application, then, must be able to forward the output of this process to the next stage, managing the creation of really efficient marketing campaigns and indicating the correct path for the adjustment of sales strategies of the company, which creates a “closed circuit” of profit and growth.