Using Data To Improve Customer Journey Insights

If your CX Program simply consists of surveys, it's like trying to understand the whole movie by watching a single frame. You have to integrate data, insights, and actions if you want to understand how the movie ends, and ultimately be able to write the sequel. But integrating multiple customer signals isn't easy. In fact, it can be overwhelming. I know because I successfully did this in the past, and counsel clients on it today. So, here's a 5-step plan on how to ensure that the integration of diverse customer signals remains insightful and not overwhelming: 1. Set Clear Objectives: Define specific goals for what you want to achieve. Having clear objectives helps in filtering relevant data from the noise. While your goals may be as simple as understanding behavior, think about these objectives in an outcome-based way. For example, 'Reduce Call Volume' or some other business metric is important to consider here. 2. Segment Data Thoughtfully: Break down data into manageable categories based on customer demographics, behavior, or interaction type. This helps in analyzing specific aspects of the customer journey without getting lost in the vastness of data. 3. Prioritize Data Based on Relevance: Not all data is equally important. Based on Step 1, prioritize based on what’s most relevant to your business goals. For example, this might involve focusing more on behavioral data vs demographic data, depending on objectives. 4. Use Smart Data Aggregation Tools: Invest in advanced data aggregation platforms that can collect, sort, and analyze data from various sources. These tools use AI and machine learning to identify patterns and key insights, reducing the noise and complexity. 5. Regular Reviews and Adjustments: Continuously monitor and review the data integration process. Be ready to adjust strategies, tools, or objectives as needed to keep the data manageable and insightful. This isn't a "set-it-and-forget-it" strategy! How are you thinking about integrating data and insights in order to drive meaningful change in your business? Hit me up if you want to chat about it. #customerexperience #data #insights #surveys #ceo #coo #ai

As an analyst, I was intrigued to read an article about Instacart's innovative "Ask Instacart" feature integrating chatbots and chatgpt, allowing customers to create and refine shopping lists by asking questions like, 'What is a healthy lunch option for my kids?' Ask Instacart then provides potential options based on user's past buying habits and provides recipes and a shopping list once users have selected the option they want to try! This tool not only provides a personalized shopping experience but also offers a gold mine of customer insights that can inform various aspects of a business strategy. Here's what I inferred as an analyst : 1️⃣ Customer Preferences Uncovered: By analyzing the questions and options selected, we can understand what products, recipes, and meal ideas resonate with different customer segments, enabling better product assortment and personalized marketing. 2️⃣ Personalization Opportunities: The tool leverages past buying habits to make recommendations, presenting opportunities to tailor the shopping experience based on individual preferences. 3️⃣ Trend Identification: Tracking the types of questions and preferences expressed through the tool can help identify emerging trends in areas like healthy eating, dietary restrictions, or cuisine preferences, allowing businesses to stay ahead of the curve. 4️⃣ Shopping List Insights: Analyzing the generated shopping lists can reveal common item combinations, complementary products, and opportunities for bundle deals or cross-selling recommendations. 5️⃣ Recipe and Meal Planning: The tool's integration with recipes and meal planning provides valuable insights into customers' cooking habits, preferred ingredients, and meal types, informing content creation and potential partnerships. The "Ask Instacart" tool is a prime example of how innovative technologies can not only enhance the customer experience but also generate valuable data-driven insights that can drive strategic business decisions. A great way to extract meaningful insights from such data sources and translate them into actionable strategies that create value for customers and businesses alike. Article to refer : https://lnkd.in/gAW4A2db #DataAnalytics #CustomerInsights #Innovation #ECommerce #GroceryRetail

Attribution has never been perfect, but for DTC brands, it has become significantly harder in the past few years. Apple’s iOS14 updates, third-party cookie deprecation, and increased privacy regulations have disrupted traditional attribution models. Brands that once relied on last-click attribution, ad platform reporting, or rule-based LTV calculations now face major blind spots in understanding which marketing efforts drive long-term value. Even those investing in first-party data strategies, post-purchase surveys, and media mix modeling (MMM) struggle to fully connect the dots. The reality is that data is still fragmented across multiple platforms such as Shopify, Klaviyo, Google Analytics, ad networks, and third-party analytics tools. Most solutions focus on aggregating data, but aggregation alone doesn’t tell the full story of how customers move through the funnel and what actually drives retention. Rob Markey - In his article, "Are You Undervaluing Your Customers?" published in the Harvard Business Review, Markey emphasizes the significance of measuring and managing the value of a company's customer base. He advocates for creating systems that prioritize customer relationships to drive sustainable growth. Chip Bell - Recognized as a pioneer in customer journey mapping, Bell has contributed significantly to the field of customer experience. In an interview titled "The father of customer journey mapping, Chip Bell, talks driving innovation through customer partnership," he discusses how organizations can co-create with customers to drive innovation and enhance the customer journey. So how do brands solve this? 1. Shift from static LTV models to predictive insights - Traditional LTV calculations are backward-looking, often based on averages that don’t account for future behavior. Predictive analytics, using real-time behavioral and transactional data, can provide a more accurate forecast of customer lifetime value at an individual level. 2. Invest in first-party data strategies that go beyond acquisition - Many brands have adapted to privacy changes by collecting more first-party data, but few are fully leveraging it. Loyalty programs, surveys, and on-site behavioral tracking can provide valuable insights into retention and repeat purchase drivers, helping brands reallocate spend more effectively. 3. Adopt AI-driven segmentation and customer equity scoring - RFM segmentation and standard cohort analysis have limitations. AI-powered models can help identify high-value customers earlier in their lifecycle, predict churn risk, and optimize acquisition based on true long-term value, not just early spend. Markey and Bell have long emphasized that customer loyalty isn’t built on transactions alone, it’s about the entire journey. Brands that can better understand and predict customer value will be the ones that thrive in a world where third-party tracking is no longer a reliable option. #CustomerJourney #Attribution #CustomerEquity

Wondering how to design a Scaled Customer Success motion? Leverage your data and reverse engineer what your customers need. Take the customers that you already know are successful, and look at their data to identify what a successful customer journey looks like. We keep the customer at the center, and use the data we have available to better understand our customers en masse. As you look at the data, you might find information that surprises you. Doing a regression analysis across customer data will tell you surprising things around signals that indicate growth potential as well as risk. You might find that the feature you thought was most "sticky" isn't actually used all that much by your growing and successful customers. You might find that the data that correlates to successful business outcomes for customers isn't at all what you would have guessed. After you've looked at this data and put on your detective hat and asked it good questions, you're ready to begin mapping out how to achieve those results at Scale. Start with what channel you're going to use. You can decide what is best delivered via digital channels vs human channels so that customers can grow and better accomplish their goals. You can identify where your CSMs can best spend their time in strategic human intervention as risk mitigation or growth acceleration as they help customers achieve their desired outcomes. You keep customers at the center by listening to what they're telling you: both in what they say and what they DO. That's what data can help you understand: what it is that your customers are actually doing. And then as you build out this Scaled motion, constantly go back to the data and get a better understanding if what you're doing is accomplishing the goals you're looking for. Don't make assumptions, be willing to look at the data and see the results. Because the only thing worse than not having data you need, is ignoring the data you have because you're too comfortable with what you're already doing. #CustomerSuccess #SaaS #Data #DigitalCS

What sets you apart from ALL the other products in your category?? It’s more than just your product. It’s about understanding your customer better than anyone else. With Enavi’s Customer Canvas, we don’t rely on assumptions.  We help you build detailed, human-first insights into: → What truly motivates your customers: Are they driven by convenience, prestige, or solving a problem? → What’s causing friction in their decision-making process: Is it confusion around pricing, uncertainty about product benefits, or trust issues with your brand? → How to create a seamless customer journey across every touchpoint: Are there gaps in their journey? Do they struggle with navigation, or lose momentum before checkout? We’re driving improvements across your entire business — from marketing to product development. How? We’re not just tracking clicks. We’re uncovering their motivations. Understanding their pain points. Delivering insights that transform every aspect of your marketing strategy. Not just your on-site experience. Be honest… do you REALLY know: — Motivations: What brings customers to your store?  Is it emotional, practical, or social factors that drive them? — Anxieties: Where are they getting frustrated or confused?  Why do they hesitate before making a purchase? — Behavioural Triggers: What’s the final nudge that pushes them to buy?  Is it a discount, a sense of urgency, or something else entirely? My guess is no. To gather this depth of insight, we use qualitative research tools like: 1. Post-Purchase surveys: Asking questions like: “What made you choose this product?” “What almost made you leave without purchasing?” 2. Customer interviews: Delving into their decision-making process with open-ended questions like: “When did you realise you needed this product?” “What would make you feel 100% confident in your purchase?” 3. Review mining: We analyse what customers are already saying, the praises and complaints. We use these to identify recurring themes in their desires and frustrations. 4. Support ticket analysis: We look at common complaints and issues that arise in customer support.  These often reveal hidden blockers in the customer journey that might not be obvious from the data alone. 5. Competitor benchmarking: What are your competitors doing right or wrong? And how can we leverage that insight to give you a competitive edge? And here’s what makes this approach so powerful: the Customer Canvas is not a static report. It’s a living, breathing document that evolves as your business — and your customers — change. Every update, every new product launch, every marketing campaign feeds into this evolving understanding of who your customers are and how best to serve them. Now, ask yourself: Are your current CRO tactics producing the real results you deserve? If not, it’s time to try something different. The Enavi Human Obsessed CRO is your answer.