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A complete guide to customer journey analytics.

13 min read Customer journey analytics can help you to nail down exactly why your customers behave the way they do and tie your customer experience efforts to financial outcomes. Learn how to use customer journey analytics for improved CX with our ultimate guide.

What is customer journey analytics?

Customer Journey Analytics is the process of understanding the impact of every interaction a customer has with your business.

Often, customer journey analytics starts with a customer journey map , which is presented as a graph, flow chart, or other visual that documents each stage of the relationship between a customer and a brand.

However, instead of just charting their customer journey on a map, customer journey analytics takes a further step to analyze what effect each interaction has on your customers’ decisions.

Further information is overlaid to help analyze how each interaction drives customers toward the end goal.

Customer journey analytics can include analysis of:

• Customer needs
• Emotional highs and lows
• Key metrics per step in the journey
• Customer satisfaction scores , customer effort scores , and other survey results

Customer journey analytics can help you to direct your customers’ attention and resolve any pain points that stop them from taking desired actions. It helps you to augment your customer experience and develop a customer journey that not only gets customers to where you want them to go, but helps them connect to the journey itself.

Learn the analytics and ROI on customer journey management in our free course. 

Customer journey analytics vs. customer journey mapping

Many brands have a broad sense of their customer journey but haven’t optimized it by creating a comprehensive customer journey map or analyzing what affects their customers’ experience.

Customer journey analytics and customer journey mapping are complementary but different processes. Here are the main ways in which they are distinct, and how they work together.

What is customer journey mapping?

Customer journey mapping is the process of laying out the end-to-end journey in a clear way. Creating a map of every touchpoint your customer will experience means you can see what steps your customers take to reach the end goal of a purchase, signup, or other action.

Often, journey maps are documented at the process level. For example, an insurance provider would map the claims process, and a bank would document the new account process.

Some common components of customer journey maps include:

• The process being evaluated
• The stages of the journey
• Critical customer interactions and touchpoints
• Representative customer quotes
• Key customer expectations
• Metrics like satisfaction score, mention volume, NPS
• Trends in topics related to this part of the journey

Our ultimate guide to customer journey mapping can help you to draft your first customer journey map or optimize one you have already.

How do you use customer journey analytics with customer journey mapping?

As we’ve already explained, customer journey analytics is the process of gathering as much information as you can from every part of the journey and analyzing the journey for pain points and successes.

Understanding which parts of the journey function as planned and which obstacles are in the way of your customers’ progress means you can take action to ensure they complete their journey as you intend.

Benefits of customer journey analytics

There are several benefits to completing customer journey analytics. From better understanding your customers’ behavior to a better ROI for your customer experience , customer journey analytics gives you better insights and a more informed strategy for improvement.

Your brand becomes more customer-centric

Understanding the customer journey allows your company to be more customer-centric . It allows you to closely evaluate the activities, expectations, thoughts, and feelings of your customers . You learn what they like and dislike, how to move them through your buying cycle, and how to satisfy and retain them . When journey mapping is complemented with customer journey analytics it helps you understand the priority for your customer experience initiatives.

Your business becomes more unified

In addition, with the right focus, customer journey mapping and customer journey analytics break down internal silos. They empower you to streamline services across departments. Not only that, but they help to align everyone by providing a common understanding of the customer experience. Employees get greater visibility into what happens upstream and downstream of their interactions with customers, letting everybody provide a more consistent, high-quality experience.

You can find track issues as they happen

With a sophisticated customer journey analytics platform, you can pinpoint issues in real-time. You can test new approaches and see their influence on your customer experience and bottom line with analytics that update as quickly as you need them.

You see direct and indirect feedback in one place

Explicit feedback – for example, the information you gather through surveys – is easier to pinpoint to specific interactions customers have with your brand. The customer has an experience and directly after, you request input.

Implicit feedback is more complex to understand. This type of data might include operational data such as sales numbers, or it might cover social mentions, what your customers say on the phone to your care center, third-party reviews, and more.

Understanding how your audience thinks, feels, and acts in response to customer interactions without directly asking them might seem impossible, but with tools such as conversation analytics , you’re able to link your customer journey to this type of customer data.

See how Qualtrics CustomerXM enables customer journey analytics

An example of using customer journey analytics

Customer journey analytics can be used to understand the impact of sub-journeys limited to single processes – such as opening a new account – or the entire digital customer journey .

Below is an example of how you can use customer journey analytics to chart the success of each journey.

Resolving a customer satisfaction issue for a specific sub-journey

Let’s take a printer business that provides hardware to its customers. The brand has realized that the repair sub-journey is currently leading to low Net Promoter Scores (NPS) and a higher cost to serve per customer.

The journey

First, the brand needs to chart the customer journey. It looks like the below:

• A customer has an issue with their printing device
• They call the customer care center to schedule a repair
• The service agents arrive at their place of residence
• The repair is made

However, there are other ways this journey might unfold. For example:

• The service agents arrive at their place of residence but the customer is not present
• The repair cannot occur, so the customer has to call again to reschedule the repair
• The repair is made at a later date when the customer is present

The analysis

Overlaying the NPS scores on this latter journey, the company realizes that the NPS score drops when the customer has to reschedule the repair. Asking the customer to go through the same process once again to rebook their appointment is causing customers to feel less satisfied with their experience.

Using natural language processing (NLU), the team can also see that there is a more negative sentiment expressed in the open text question they have added to the NPS survey. With the additional calls to the care center, the cost to serve each customer also increases.

The resulting action  

The brand decides it’s best to provide other means to customers to book their appointments at a time to suit them. Offering customers a self-service booking system that they can access via their mobile on an app or through the website gives the customers more control over when their appointment occurs. Adding a facility to reschedule any booked appointments for a more convenient time and accentuating this with push or text notifications when the repair team is on their way can help to see if this reduces the instances of missed repairs and reduces the impact on the customer care center .

With customer journey analytics in place, the brand team can see if this improves NPS scores at the same points in the customer journey, and measure in financial terms the impact of actions taken for improved customer experience .

How to use customer journey analytics

Customer journey analytics provides the insight you need to successfully manage your customer’s journey. From lowering customer churn to helping you predict customer behavior, putting a customer journey analytics solution in place will help you to leverage your customer behavioral data for financial success.

But how do you start using customer journey analytics? Below is the outline of the actions you’ll need to take.

1. Map your customer journeys and aggregate data

First, you need to create a customer journey and aggregate the customer data that you already have. Good customer journey analytics tools will be able to do this for you, cutting down the time your team needs to spend sourcing data from third-party locations, customer service chat logs, and survey results.

Competent customer journey analytics software will also be able to track data in real-time, allowing you to build a comprehensive map that reacts to current customer behavior . It should also be able to draw data from numerous sources, helping you to break down traditional business silos and understanding customer interactions from all business angles: sales, marketing, and more.

Learn the five competencies for customer journey mapping

2. Analyze your customer behavior and data

Once you have your customer journeys mapped out and your data collected, you can link specific interactions to particular customer behavior, survey results, social media comments , and more. You’ll need a customer journey analytics solution to be able to link all of this data together in an efficient way.

3. Take action informed by data-led insights

Customer journey analytics provides you with the ability to see cause and effect, as well as providing you with concrete steps to change specific interactions or the entire customer journey. When customers react badly to specific processes or interactions, you can test how changes in your customer journeys affect their future decisions.

Not only that, but you can coordinate your teams across your business to work on customer satisfaction with their experience, based on the data you’ve analyzed. For example, if customers are led to purchase through your marketing but aren’t happy with their purchase, they will deal with your marketing , sales, and customer care teams. Understanding what specifically caused a problem for them means you can inform each team of actions they can take to improve.

How customer journey analytics can improve your customer experience

Brands often hit a wall when trying to measure customer experience . Charting your customers’ often nebulous sentiment and which actions have an impact on customer experience can be difficult without the right tools to hand.

Understanding the return on investment for specific actions taken for customer experience is difficult for a number of reasons:

• Data is siloed or overwhelming
• Business departments work separately with a lack of oversight
• Actions aren’t based on data
• There isn’t a way to track the impact of actions on customer experience

Qualtrics CustomerXM allows you to see the value of customer journeys with rich data analysis, provided through conversational analytics . With natural language understanding, Qualtrics is able to provide you unrivaled insights into customer emotions, sentiment, and more to paint a complete picture of friction points and their rationale. Powered by feedback from multiple areas of your business, you are able to create a plan of action with a tangible effect on your customer experience and business outcomes.

With a deeper understanding of customer behavior, your brand is able to not only understand the return on investment of your actions but develop a customer experience that delivers results. Extending your customer lifetime value , increasing customer satisfaction, and reducing customer churn becomes easier when you understand the triggers for the behavior.

Learn how to take action on customer journey management with our free online course

Related resources

Customer Journey

How to Create a Customer Journey Map 22 min read

B2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, customer journey management 14 min read, customer journey stages 12 min read, request demo.

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11 Best Customer Journey Analytics Software in 2024

Customer Journey Analytics Software is a crucial and adaptable tool that offers insights into customers’ paths. As we navigate through 2024, the demand for powerful analytics solutions has intensified, prompting the emergence of innovative software tailored to meet diverse business needs.

There are countless companies offering Customer Journey Analytics Software, each engineered to improve customer engagement. These software solutions use algorithms and data analytics techniques to create a customer journey map from awareness to conversion. Businesses gain holistic insights into customer behavior that transcend individual touchpoints by aggregating data from various sources, such as websites, mobile apps, social media, and offline interactions.

Customer Journey Analytics Software enables organizations to create customized experiences that deeply resonate with their target audience. Businesses can optimize marketing strategies, refine product offerings, and enhance overall customer satisfaction by identifying pain points, preferences, and moments of delight along the customer journey.

What is a Customer Journey Analytics Software?

Customer Journey Analytics Software is a specialized tool designed to track, analyze, and visualize customers’ interactions and experiences with a brand across various multiple customer touchpoints throughout their buying journey. These touchpoints may include online platforms such as websites, apps, and social media and offline channels such as physical stores or customer service centers.

The software aggregates data from multiple sources, such as website traffic, social media engagement, email interactions, and transaction history, to provide businesses with a comprehensive understanding of how customers navigate through different customer journey stages. By scrutinizing this data, companies can pinpoint patterns, trends, and pain points within the customer journey. It empowers us to make informed, data-driven decisions to enhance marketing strategies, refine product offerings, optimize customer service, and enhance the customer experience.

Customer Journey Analytics Software typically offers data visualization dashboards, predictive analytics, segmentation capabilities, and integration with other business systems to provide actionable insights that help businesses enhance customer satisfaction and loyalty and drive revenue growth.

Uses of Customer Journey Analytics Software

Customer journey analytics software serves many purposes for businesses, such as enhancing their understanding of customer behavior and improving overall performance. Here are several essential uses:

Identifying Pain Points:

Analyzing customer journeys helps pinpoint pain points and areas where customers may encounter obstacles or dissatisfaction. This customer journey analysis insight enables businesses to address issues, improving customer satisfaction and loyalty promptly.

Personalizing Customer Experiences:

Understanding the customer journey enables businesses to tailor experiences based on individual preferences and customer behaviors. Personalized interactions, such as customized recommendations or targeted promotions, can significantly enhance customer churn, engagement, and loyalty.

Improving Product Development:

Customer journey analytics provides valuable feedback on customer interactions with products or services. This unify data can inform product enhancements, feature updates, and new product development initiatives to better meet customer needs and expectations.

Enhancing Customer Service:

Analyzing the customer journey helps identify pain points in the customer service process and areas for improvement. Businesses can use this information to streamline support processes, increase responsiveness, and deliver better customer service experiences.

Measuring Customer Satisfaction:

Customer journey analytics software allows businesses to track key metrics related to customer satisfaction, such as Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT). Monitoring these metrics over time provides insights into overall customer sentiment and helps gauge the effectiveness of customer experience initiatives.

Customer journey analytics software is valuable for businesses seeking more profound insights into customer behavior, optimizing processes, and delivering exceptional customer experiences.

11 Best Customer Journey Analytics Software

Embarking for optimal customer engagement and satisfaction requires the right tools. In modern business, Customer Journey Analytics Software is the cornerstone for understanding and enhancing every step of the customer experience.

Here, we present a curated list of eleven leading solutions, each offering unique insights and capabilities to decode customer behavior, refine marketing strategies, and elevate overall satisfaction.

1.QuestionPro:

QuestionPro offers a comprehensive suite of tools for collecting, analyzing, and acting on customer feedback throughout their journey. It provides advanced survey capabilities, feedback management, and analytics to understand customer sentiment and behavior.

• Advanced survey creation and distribution capabilities.
• Real-time analytics for tracking customer feedback.
• Journey mapping tools to visualize the customer experience.
• Integration with CRM systems for seamless data management.
• Customizable reporting dashboards for actionable insights.
• AI-powered sentiment analysis to gauge customer satisfaction.

Limitation:

• Advanced features may require more effort and resources to be effectively used.
• May experience occasional bugs or glitches in the platform.

Pricing: Most popular plans start at $99 per month, with pricing tiers available for businesses of all sizes. Custom pricing options are available for enterprises with specific needs.

2. Insider:

Insider is a platform that combines AI-driven predictive analytics, segmentation, and personalization to optimize customer journeys. It helps businesses deliver individualized experiences at every touchpoint to increase engagement and conversions.

• Predictive analytics to anticipate customer behavior.
• Personalization engine for tailored customer experiences.
• Multi-channel journey tracking across web, mobile, and offline channels.
• A/B testing for optimizing marketing campaigns.
• Customer segmentation is based on behavioral data.
• Automated workflows for personalized communication.
• Limited customization options for analytics reports.
• Challenges in integrating with specific third-party platforms.
• Higher pricing tiers may be prohibitive for smaller businesses.

Pricing: Offers custom pricing based on each organization’s specific needs and scale. Pricing is available upon request.

3. HubSpot Marketing Hub:

HubSpot Marketing Hub offers a robust CRM platform with integrated marketing, sales, and service tools. It enables industries to track interactions, automate marketing campaigns, manage sales pipelines, and provide personalized support, all in one place.

• Comprehensive CRM functionality for understanding customer interactions.
• Email marketing tools with automation capabilities.
• Landing page and website analytics for tracking visitor behavior.
• Lead scoring to prioritize high-value prospects.
• Social media monitoring for understanding customer sentiment.
• Integration with third-party apps for seamless data flow.
• Limited depth in analytics compared to dedicated analytics platforms.
• Challenges in tracking complex customer journeys across multiple channels.
• Certain advanced features may require additional paid subscriptions.

Pricing: The starter plan starts at around $50 monthly, with additional features available in higher-tier plans starting from $400 monthly.

4.  Contentsquare:

Contentsquare is a digital experience analytics platform that captures and analyzes customer interactions across web and mobile channels. It offers insights into customer behaviors, conversion pathways, and content effectiveness, enabling optimization of digital experiences.

• Heatmaps and session replays for visualizing user interactions.
• Behavior analysis to identify conversion barriers.
• Mobile app tracking to understand cross-device journeys.
• Journey attribution modeling for measuring campaign effectiveness.
• Customer journey segmentation based on user personas.
• Collaboration features for sharing insights across teams.
• May require significant training to utilize its capabilities thoroughly.
• Challenges in accurately attributing conversions across multiple channels.
• Integration limitations with some third-party tools.

5. Mixpanel:

Mixpanel is an advanced analytics platform focused on product and user behavior analytics. It helps businesses track user interactions, analyze engagement, and optimize product features to drive growth and retention.

• Event tracking to monitor user actions in real time.
• Funnel analysis to specify drop-off points in the conversion process.
• Cohort analysis for comparing user groups over time.
• Retention analytics to measure long-term customer engagement strategies.
• Experimentation tools for A/B testing and feature rollouts.
• Cross-platform tracking for unified customer insights.
• The higher learning curve for users new to analytics platforms.
• Limited support for specific data sources and integrations.
• Certain advanced features may require additional technical expertise to implement.

Pricing: The starter plan starts at around $24 monthly

6. Glassbox:

Glassbox is a digital experience analytics platform that captures and replays website and app sessions to understand user behavior and identify issues. It provides insights into customer journeys, conversion funnels, and usability challenges.

• Session replay technology to visualize user interactions.
• Error detection and troubleshooting for improving user experience.
• Compliance monitoring to ensure data privacy and security.
• Machine learning algorithms for anomaly detection.
• Customer struggle analytics to identify friction points.
• Integration with digital experience platforms for seamless data exchange.
• Potential privacy concerns related to user data collection and recording.
• Limited support for specific compliance requirements, such as GDPR.
• Integration challenges with some third-party systems.
• Steeper learning curve due to complex features and functionalities.

Hotjar provides tools tailored for website and user feedback, including heatmaps, session recordings, and surveys. These tools offer valuable insights into user interactions with websites, enabling businesses to pinpoint areas for enhancement within the customer journey.

• Heatmaps and click tracking to understand customer behaviors.
• Feedback polls and surveys are used to gather user opinions.
• Conversion funnel analysis to identify areas for improvement.
• User session recordings for detailed insight into interactions.
• Behavior analytics to uncover trends and patterns.
• Integration with popular platforms for seamless data sharing.
• Limited flexibility in customizing feedback forms and surveys.
• Advanced analytics features may be overwhelming for users new to the platform.
• Some users may experience performance issues with large volumes of data.

Pricing: Pricing starts at around $39 per month for the Basic plan, with additional costs for higher-tier plans offering more features and higher traffic allowances

8. WebEngage:

WebEngage is a customer engagement platform that combines marketing automation, personalization, and analytics to drive user engagement across channels. It helps businesses deliver relevant messages and experiences based on user behavior and preferences.

• Omni-channel journey orchestration for consistent customer experiences.
• Behavioral segmentation for targeting specific user groups.
• Campaign personalization is based on user actions and preferences.
• In-depth analytics dashboard for monitoring key metrics.
• Limited scalability for larger enterprises with complex data requirements.
• Challenges in accurately tracking cross-device customer journeys.
• Customization options for analytics reports may be restricted.

Woopra is a customer journey analytics software that tracks and analyzes user interactions across multiple touchpoints. It provides real-time insights into customer behavior, segmentation, and engagement to optimize marketing and product strategies.

• Unified customer profiles for holistic insights into individual journeys.
• Real-time analytics for instant feedback on customer behaviors.
• Behavioral segmentation for targeted messaging and campaigns.
• Journey reports to visualize and analyze user paths.
• Integration with third-party tools and platforms for data enrichment.
• Predictive analytics for forecasting future user actions.
• Limited support for certain advanced analytics features.
• Reporting capabilities may lack depth compared to more comprehensive analytics solutions.

Pricing: Basic plans start at $999 per month.

10. Salesforce:

Salesforce is a leading CRM platform that offers a wide range of customer journey analytics tools capabilities. It empowers businesses to monitor interactions, automate marketing initiatives, tailor communications, and deliver cohesive customer experiences across every interaction point.

• Comprehensive CRM functionality for managing customer relationships.
• Customer journey mapping to visualize touchpoints and interactions.
• AI-powered analytics for predictive insights and recommendations.
• Integration with third-party apps and data sources for a unified view.
• Customizable dashboards and reports for monitoring key metrics.
• Limited out-of-the-box analytics capabilities compared to dedicated analytics platforms.
• Challenges in integrating with certain third-party systems.
• Customization options may require additional technical expertise.

11. SurveySparrow:

SurveySparrow is a robust survey and feedback management platform designed to assist businesses in gathering, analyzing, and responding effectively to customer feedback. It offers advanced survey features, customization options, and analytics to understand customer sentiments and preferences.

• User-friendly survey builder with customizable templates.
• Multi-channel survey distribution via web, email, and mobile.
• Advanced reporting features for analyzing survey responses.
• NPS (Net Promoter Score) tracking to gauge customer satisfaction.
• Automated follow-up surveys based on user responses.
• Integration with CRM systems for syncing survey data.
• Customization options for survey design may be somewhat constrained.
• Integration options with specific CRM platforms may be limited.
• Some users may find the interface less intuitive compared to other tools.

Pricing: Basic plans start at $39 per month and $59 for the starter. There are also other various plans for teams and enterprises.

These software solutions provide diverse features and functionalities to assist businesses in comprehending, assessing, and refining customer journeys. Their collective goal is to enhance customer engagement, satisfaction, and retention through data-driven insights and optimizations.

Why QuestionPro can be the Best Choice

QuestionPro is not just another customer journey analytics software. It’s a premier solution that stands out for its unique features and benefits:

Robust Survey Capabilities:

With its advanced survey creation and distribution features, QuestionPro enables businesses to gather comprehensive feedback at every customer journey touchpoint, facilitating a deeper understanding of customer preferences and pain points.

Real-time Analytics:

The platform offers real-time analytics capabilities, empowering businesses to monitor and analyze customer interactions as they occur. This enables timely decision-making and the ability to adapt strategies to evolving customer needs.

Journey Mapping Tools:

QuestionPro offers sophisticated journey mapping tools that enable businesses to visualize the entire customer journey. These tools help identify key touchpoints, optimize pathways, and enhance the overall customer experience.

Integration with CRM Systems:

Seamless integration with CRM systems ensures customer data is centralized and easily accessible. It enables businesses to leverage customer information to enrich their understanding of the customer journey.

Customizable Reporting Dashboards:

The platform offers customizable reporting dashboards, allowing businesses to tailor insights to their needs and objectives. This flexibility enables stakeholders to focus on key metrics and effectively derive actionable insights.

AI-powered Sentiment Analysis:

QuestionPro leverages AI-powered sentiment analysis to gauge customer satisfaction and sentiment across various touchpoints. It enables businesses to proactively address issues and capitalize on opportunities to enhance customer experiences.

QuestionPro’s comprehensive feature set, real-time analytics capabilities, and focus on enhancing customer experiences make it a top contender for businesses seeking to optimize their customer journey analytics efforts.

Customer journey analytics software provides businesses with the tools to navigate this complex landscape effectively. By harnessing the power of data, these solutions offer invaluable insights into every facet of the customer journey, spanning from the initial interaction through the conversion phase and beyond. Real-time analytics capabilities allow businesses to stay agile, responding to interactions as they happen and adapting strategies accordingly.

Organizations can cultivate more meaningful and personalized customer interactions by leveraging customer journey analytics software. By pinpointing pain points and areas ripe for improvement, businesses can fine-tune their products, services, and marketing endeavors to align closely with the desires and expectations of their target audience. This enhances customer’s journey, satisfaction and fosters stronger brand loyalty and advocacy.

In essence, customer journey analytics software enables industries to harness the full potential of customer data, facilitate more strategic decision-making, and ultimately deliver standout experiences that distinguish them in today’s competitive marketplace.

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What is Customer Journey Analytics

Published: June 28, 2023

A customer doesn’t just mindlessly purchase a product or service. They go through an entire journey, from discovering your brand, to purchasing your product or service, to sometimes recommending it to someone else. 

To make sense of your customer’s journey, you’ll need to leverage customer journey analytics.

Every business, startup or enterprise — in any industry — needs to understand how customers interact with their brand. Insights gathered from customer journey analytics can help, while leading to increased customer lifetime value, customer loyalty, and revenue growth. 

In this blog post, we cover the following:

What is customer journey analytics?

• Customer Journey Stages
• Customer Journey Analytics Benefits

Customer Journey Analytics Software

• Customer Journey Analytics vs. Customer Journey Mapping

Customer journey analytics is a collection of data that helps you to understand how your prospects or customers behave, engage, and convert along the customer journey. 

Customer journey analytics often begins with a customer journey map , which is a visual representation of every step the customer goes through with your business. Then, it applies data on how your customer behaves throughout different phases of that map,  to help you assess the effect your customers’ journey has on your business, or what’s holding customer’s back from completing that journey and purchasing a product

Customer Journey Analytics Steps

1. outline a customer journey map..

Create your customer journey map using HubSpot’s template

The first step to customer journey analytics is creating a customer journey map. A typical customer journey map includes the following: the buying process, user actions, emotions, pain points, and solutions. The customer journey map is the foundation for further analysis.

2. Identify the right analytics tools.

To accurately conduct customer journey analysis, you'll need the right tools. 

A good customer journey analytics tool will monitor, track, and analyze data like website data, conversion data, and detail data across multiple channels.

Customer data platforms (CDPs) also play a role in supporting customer journey analytics. The platforms assign unique IDs to your website and app to build single customer views, which can include information such as location, browser, device type, operating system, historical transactions, and visitor logs.

3. Collect your data.

A robust analytics platform should enable you to collect data on customer behavior. Data can be broken down into two main buckets: user data and interaction data. 

• User data: Provides context on a user and their traits. Data can include email, age, industry, and occupation.
• Interaction data: Gives information about how a user interacts with your product or service.

4. Analyze data.

Data in itself is not meaningful without analysis. The purpose of customer journey analytics is to make sense of the data and extract insights that can inform your business strategy. 

For example, an e-commerce company might identify, through analysis, that requiring customers to create an account to complete a purchase leads to the customer not completing the purchase — a solution could be implementing a guest checkout option.

5. Update customer journey map.

Using the insights you’ve gained, you can now update the customer journey map accordingly. For example, you might add additional pain points uncovered through data analysis, like requiring customers to create accounts to complete a purchase.

6. Use customer journey analytics to test new strategies.

The next step is to figure out how to enhance the customer journey experience. Testing new strategies like adding a guest checkout option, making the account creation process faster with fewer steps, and sending abandoned cart emails are all examples.

Benefits of Customer Journey Analytics

By leveraging customer journey analytics, you'll be able to improve your customer’s experience with actionable insights, while unlocking benefits like:

Better Understanding Customers

By gathering and synthesizing data, you will better understand what aspects of the buyer’s journey lead them to purchase a product or service, or not. For example, an e-commerce company might learn that customers that come from a specific social media platform are more likely to buy, or discover that certain audience demographics or affinities are more likely to become leads.

Pinpointing Where You’re Losing Customers

Not all customers follow through, and unless they fill out a survey, it can be difficult to figure out why they churn. By leveraging customer journey analytics, you can pinpoint where you’re losing potential customers. 

For example, a business can lose potential customers during channel or device transitions. A prospect  might start filling out a form on a mobile device but choose to complete it on a laptop. If information entered is lost, the potential customer might not take the time to complete the signup process.

Optimizing and Solving for Prospects

With a better understanding of customers’ pain points and the reasons behind them, you'll be able to figure out how to improve and strategize around an accurate customer journey.

Improve ROI

Are your investments in customer experience worth it? By using customer journey analytics, you’ll be able to measure ROI for customer experience initiatives. From there, you can streamline, remove, or cost cut initiatives that don’t benefit your bottom line, or double down on the aspects of the buyer’s journey that do.

For instance, if you run an incredibly expensive advertising campaign that doesn’t yield the same level of new customers or purchase page visits as unpaid or more in-house content, you can aim to save money on ads and focus on the more affordable strategies that actually earn you money.

1. HubSpot Marketing Hub: Advanced Marketing Reporting

Get started with customer journey analytics

HubSpot Marketing Hub is equipped with robust customer journey analytics capabilities and tools, which can map data around conversions, leads, deals, and website engagements around different stages of the customer journey. 

The Advanced Marketing Reporting tool also enables you to  attribute every customer interaction to revenue, analyze conversion rates and time between nurturing path steps, and provides further data to help you build informed strategies that can improve ROI and purchase rates.

2. Content Square

Content Square captures UX, performance and product, and content data throughout the customer journey. The platform also enables you to visualize metrics so that they are easily digestible. You will be able to get insights like bounce rate and number of lost conversions, and dig deeper to pinpoint why.

3. Google Analytics

Google Analytics is a widely used website analytics software that enables you to track user behavior on different platforms, including mobile applications. Features like daily traffic reporting give you insight into what visitors are engaging with. Plus, its Analytics Amplifier can combine Google Analytics and HubSpot data .

Customer Journey Mapping vs. Customer Journey Analytics

Customer journey analytics and customer journey mapping are often confused with each other. Although they’re complementary,  customer journey mapping visually presents customer journey stages from start to finish, while customer journey analytics offers data about a  customers’ interactions in each stage.

Customer journey maps often include the following:

• The buying process: By pulling data from places like CMS and prospecting tools, you will be able to figure out what goes into a customer’s purchasing process. 
• User actions: This part of the customer journey map details the actions the customer takes throughout their journey.
• Emotions: Emotions help color your understanding of how your customer is feeling and reacting as they go through their journey with your business.
• Pain points: Adding pain points to your customer journey map gives you a comprehensive picture of the challenges your customer may experience.
• Solutions: Figuring out solutions can help your customers experience fewer pain points. The data and insights you’ve gathered can help inform your solutions.

Customer journey analytics delves deeper. The customer journey map is the “what” and customer journey analytics is the “why” because it organizes customer or prospect data around each stage.  

Here’s an example of how customer journey analytics works in HubSpot Marketing Hub:

HubSpot’s Advanced Marketing Reporting Tool  

Customer Journey Map vs. Analytics Example: Let’s say your business offers CMS tools and your ideal customer, a graphic design firm, finds you through a targeted Instagram ad.

In the customer journey map you’ve built , your target customer considers using your CMS tools to build a new website that showcases their strengths. They schedule a demo before trying the free version and are initially excited, but become frustrated with the limited design elements offered by the free version. Their biggest pain point quickly becomes lack of versatility. They then look into purchasing the paid version or go to a cheaper competitor.

With customer journey analytics, you’ll apply real-time data to that map: From journey mapping, you’ve identified the steps your customer often takes  and their common pain points. A strong customer journey analytics tool can then collect, aggregate, synthesize, and visualize data to help you make sense of your customer’s actions and see if your mapping and journey-based strategies work. 

For example, data might show how your customer is interacting with your product. 

A good Customer Journey Analytics platform combines data like user data, survey results, and website analytics, you can gain a comprehensive view of why your customer is experiencing those pain points and consequently address their concerns.

Cultivate an Impactful Customer Journey

In order to remain competitive, it is important to understand and create strategies to enhance the customer’s journey. Customer Journey Analytics is just one component. Other key steps include creating buyer personas , mapping out the customer journey , and continuously updating strategies based on data.

To get started with improving the customer journey, learn more about HubSpot’s marketing solution Marketing Hub .

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Customer Journey Analytics: Definition, Tools, & Examples

Learn how customer journey analytics helps you measure the ROI on your customer experience initiatives. Use it to boost revenue, reduce churn, and improve CX.

Customer journey analytics (CJA) is the process of analyzing the entire customer journey through customer data points, then strategizing ways to improve the overall customer experience (CX) . Customer journey analytics is a holistic process that makes customer journeys measurable and helps you identify insights and actions to delight and retain your customers.

Key takeaways

• Customer journey analytics is the process of examining critical data pertaining to user journeys to make informed decisions on improving the customer experience.
• Some of the benefits of customer journey analytics include the ability to measure the ROI on CX initiatives and improve the customer experience through the insights it provides, as well as reduce churn and boost revenue.
• Measuring customer journeys is a process that involves creating user journey maps, determining and collecting data pertaining to those journeys, and defining success metrics and milestones along the way.

What is customer journey analytics (CJA)?

Customer journey analytics is the gathering and analyzing of data that pertains to customer behavior to improve the customer experience. Analysis happens over multiple customer touchpoints and channels over a period of time and measures the impact of behavior on business outcomes.

While gathering customer data, you can collect all user actions in one central database with an associated timestamp. Information is collected through a unique identifier on what the user is doing and who the user is.

Using this information, it’s possible to map out customer journeys and then analyze the customer engagement levels for each journey to understand what’s going well and where customers might be getting stuck. The analysis helps to optimize these customer journeys and also measures the performance of your CX initiatives.

Example insights from customer journey analytics

Customer journey analytics provides deep insights to improve the customer experience. Some examples include:

• Customer journey analytics makes it possible to analyze the path customers take to resolve customer queries. Some insights derived from this analysis might include what types of issues can be resolved by self-service channels and which ones need human interference. This information makes it possible to optimize self-service channels, improve the operational efficiency of resolving customer queries, and enable customer support staff to focus on more complex customer issues.
• For ecommerce companies, customer journey analytics makes it possible to view the steps a customer takes while completing a purchase, which can help identify any barriers to completing the transaction. You might find, for example, that a common frustration while completing a purchase is having to create a user account. You can then use this insight to A/B test a guest checkout option and see if it removes the friction.
• Customer journey analytics can help you identify channel-specific insights to improve the customer experience. For example, you might find that users on your mobile app drop off at a higher rate than users on your website. This insight could indicate that you need to rethink parts of your mobile experience.

Benefits of customer journey analytics

There are several benefits of customer journey analytics, including:

Measuring the ROI on CX initiatives

In a CX survey, 20% of respondents said that measuring customer experience initiatives was one of the key challenges being faced by organizations in the U.S. Customer journey analytics solves this problem by making it possible to measure the ROI on CX initiatives.

Product managers and CX designers can use customer journey analytics to connect data and numbers to customer journeys. For instance, CJA can compare the revenue generated from two user journeys to figure out which user journey leads to more revenue for the business, making it possible to shift to the journey that’s most beneficial.

Customer journey analytics makes it possible to understand how the customer interacts with the product, how their behavior changes when modifications are made to the customer journey, and how your product metrics are impacted because of this changed user behavior.

Improving the customer experience

By visualizing user journeys built by customer journey analytics tools, it’s possible to identify bottlenecks people might face in your product, minimize them, and make smart product suggestions based on their past behavior.

For example, with customer journey analytics, it’s possible to diagnose that users of an ecommerce app fail to make a purchase during the last step of the transaction, especially when using the app for the second time. They might be getting stuck since they don’t remember what they bought the last time, so CJA makes it possible to autosuggest items based on what the customer purchased on their last visit. Reminding customers about their past transactions can improve the overall shopping experience by helping users purchase with ease.

Customer journey analytics tracks data in real time. This enables you to analyze customer behavior while the customer interacts with your website or product, build user journeys around that behavior, then find opportunities to make improvements to the customer experience.

Reducing customer churn

Since customer journey analytics helps predict customer behavior based on their past actions, it can also identify customers at risk of leaving the product or website, enabling you to take action to retain at-risk customers.

Upon identifying at-risk customers, it’s possible to use CJA to personalize interactions with them and help them feel more positive about the brand, so they’ll change their minds about leaving. In a CX study, 58% of respondents stated that their organization had seen significant increases in customer retention as a result of using customer analytics.

Boosting revenue

By helping you identify the customer journeys that result in a purchase, it’s possible to boost revenue using customer journey analytics. You can further optimize these journeys by reaching out to customers in real time with relevant communication like upsell and cross-sell offers.

CJA can also help identify your best-performing channels by monitoring customer behavior across different touchpoints. So if your website is performing better than your app, you can focus on optimizing the revenue from your website while making improvements to your mobile app.

Steps for measuring customer journeys

Step 1: create or capture user journey maps.

Before you start measuring a customer journey, it’s important to first create a user journey map. You can create this journey map using prototyping tools or Post-it Notes based on the actions users take. For example, if you want to measure the journey of playing a song on a music app like Spotify, you need to create the entire journey map so you can visualize it.

In this example, the user journey might consist of the following steps: going to the Spotify website, downloading the app, creating a login, searching for a song, and then playing the song. You’d need to write these steps out in the form of a “journey” or use a tool that captures these user actions and creates the journey maps for you.

The goal, in this example, is to play a song on the app. And the journey to that goal consists of several steps along the way. You need to view the journey across different channels since, at the end of the day, your user is trying to accomplish a goal and it doesn’t matter whether they do it via your mobile app or your website.

Step 2: Determine the data you need to collect at each step of the customer journey

To measure a customer journey, you need to define the critical data points you need to measure for that journey. For instance, in our Spotify example, here are some data points that might be relevant to help quantify the journey:

• Number of attempts to download the app
• Time it takes to download the Spotify app
• Time it takes to create a user login
• Number of attempts to play a song

Collecting all of the data in one centralized place makes it easy to access it and pick the relevant bits of data needed along with their timestamps. The data required will depend on the journey you decide to measure.

For every part of the customer journey, there’s an action that your brand wants the user to complete. Every journey has a goal, and there are milestones to achieving that goal. It’s important to define both the goal and the milestones along the way, so you know what to measure and what success looks like.

With the example of playing a song on Spotify, some success metrics or milestones would be:

• Downloading the Spotify app
• Creating a user login
• Playing the first song
• Subscribing to the Spotify service
• Sharing the first playlist
• Renewing the subscription

Think of milestones as critically important steps in the process of achieving a goal. Make a list of these steps, so you can have clearly defined milestones.

Step 3: Analyze the customer data

The next step is to identify your data sources and capture behavioral customer data across the customer journey. Once you’ve collected data, you can start analyzing it and measuring key metrics along critical flows of the journey. You’ll be able to gauge where customers are spending their time, what’s causing them frustration, and which behaviors lead to revenue-generating outcomes. Using this information, you’ll be able to measure the customer journey effectively and figure out how to improve it.

Customer journey analytics tools

Using the Journeys feature on Amplitude , it’s possible to discover what’s making users convert or drop off. With Journeys, you can:

• View step-by-step breakdowns of the paths taken by converted and dropped-off users.
• Uncover the paths most likely to accelerate conversion.
• Identify what your users do if they don’t convert.
• Understand the friction points in your customer experience and develop a strategy to fix them.

By defining the start and endpoints of the journey, the Journeys feature within Amplitude helps you see what percentage of paths converted and what percentage dropped off.

There is a range of other customer journey analytics tools available, including:

• Acoustic Analytics
• Adobe Analytics
• Google Analytics
• Salesforce Journey Builder
• Webex Experiment Management

Learn more about each of these customer journey analytics tools on a review site like G2 .

• What are the biggest challenges currently being faced by your organization in terms of customer experience? Statista
• Performance enhancements resulting from the use of customer analytics in the United States as of March 2018 . Statista

See what customer journey analytics looks like in our self-service demo , or get started with journeys using your own data in a free Amplitude account .

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• How To Create A Customer Journey Analytics Dashboard (Tools Included!) 

B2B customer journeys are complex. The average sales cycle can last more than 4 months. They involve several stakeholders and touchpoints across campaigns, websites, sales initiatives, and more.  

It’s no wonder that 77% of B2B customers find the act of buying difficult. It’s hardly any easier for B2B sellers.  

With customer journey analytics dashboards, it doesn’t have to be this way. 

This article explores what customer journey analytics is and why it’s important. We also discuss a step-by-step process to create a customer journey analytics dashboard. And in conclusion, we highlight 7 customer journey analytics software for your consideration. 

What Is A Customer Journey Analytics Dashboard? 

A customer journey analytics dashboard is a tool that tracks and visualizes customer touchpoints. It improve sales and marketing performance, customer retention, and business growth.  

Customer journey analytics software track and improve conversions. They unify data across campaigns, websites, and products. This, in turn, refines the customer experience at every stage of the sales cycle . Building a customer journey analytics dashboard has a couple of other benefits. Let’s take a look at them.  

What Are The Benefits Of Customer Journey Analytics? 

There are several benefits of customer journey analytics, such as:  

1. Data-driven decision making

Customer journey analytics provides data-driven insights into customer behavior. Rather than relying on intuition or guesswork, journey analytics quantifies what influences conversions. 

2. Optimize resource allocation  

Measure the value of every customer touchpoint on conversions. This reallocates budgets and efforts towards initiatives that drive results. In turn, it optimizes resource allocation and reduces budget leakage.  

3. Align sales and marketing teams  

Achieve end-to-end visibility into how leads are progressing along the customer journey . This shared view of the buying process helps reduce siloed data and promotes go-to-market alignment. 

4. Boost customer experience  

Once you have visibility across the customer journey, you’ll be in a better place to identify points of friction that need refinement. Customer journey analytics help you track every point of contact, channel used, and buyer stage visually on a single dashboard.  

5. Higher customer retention  

The benefits of customer journey analytics extend beyond converting leads to customers. It also helps you understand product usage, engage with existing customers, and bolster customer loyalty. 

How Is Customer Journey Analytics Different From Customer Journey Mapping? 

Although they’re related, customer journey analytics and mapping are different concepts. 

Customer journey mapping refers to qualitative visualization of customer touchpoints while customer journey analytics relies on quantitative data for behavioral insight. Here’s a detailed breakdown of the differences between the two: 

It helps to use both customer journey mapping and customer journey analytics in tandem. This provides a better sense of customer interactions with your company.  

Step-By-Step Guide To Creating Customer Journey Analytics Dashboards 

So far, we’ve discussed what customer journey analytics is and why it’s important. But how does one go about putting together a customer journey analytics dashboard? Let’s find out: 

1. Understand your data sources 

Customer journey analytics relies on customer data. It’s key to connect the dots between marketing, sales, product, and customer support. 

Accordingly, the first step involves integrating campaigns, social media, website, and CRM data. This can be tedious and time-consuming to do manually. Luckily, several off-the-shelf tools, like LeadSquared , offer no-code solutions to integrate data together.

2. Decide your KPIs and set goals 

Once the relevant data is in place, teams must decide what metrics and KPIs matter the most.  

Customer journey analytics dashboards should be as intuitive as they are comprehensive. Loading up several irrelevant KPIs will result in convoluted dashboards. Here are a couple of common reports to consider including: 

• Marketing funnel

A marketing funnel provides a bird’s eye view of customers in the sales cycle. 

• Sales velocity

B2B sales cycles are lengthy and, on average, involve at least 6 decision makers . It helps to keep track of the speed at which leads are moving along the sales cycle. For one, this helps gauge expected sales pipeline . For another, it sheds light onto which stage of the sales cycle is taking longer than necessary.  

Your website is receiving voluminous traffic, but where are visitors coming from?  

And more importantly, where are ICPs coming from? Social posts, search ads, or events? Connecting the dots between campaigns, web, and CRM helps answer these questions. It allows teams to refocus efforts towards initiatives that work best. 

• Conversion rate  

Conversion rate measures the percentage of prospects moving through each stage of the sales funnel. It helps identify disproportionate points of drop offs that might indicate areas of improvement. 

• Attribution  

We’ve established that customer journeys involve several touchpoints. Attribution analysis helps understand the influence of each customer touchpoint on conversions. There are several types of attribution models such as linear, U-shaped, and time-decay. Each model assigns credit to touchpoints differently, based on their recency and relative impact on conversion.  

• Churn  

Customer churn measures the percentage of existing customers who stop paying for a product over a period of time. A high churn rate may indicate poor customer support, product shortcomings, or superior alternatives available in the market. It’s generally the product and customer success team’s responsibility to keep churn low. 

3. Leverage a dashboarding tool to integrate key data 

So far, we have all our data and we know what we want to measure. Now, it’s finally time to leverage dashboarding tools for customer journey analytics. A few years ago it might have made sense to build dashboarding software inhouse. But these days, a wide range of cost-effective plug and play solutions cater to most use-cases. We’ll review a few popular tools in the next section. 

4. Visualize your data to understand points of friction 

Customer journey dashboards support powerful visualizations to pinpoint where leads are dropping off. By identifying where leads lose interest, teams can prioritize areas of improvement.  

5. Test and iterate using data from your dashboard 

The last step is to experiment with marketing, sales, and product initiatives. It’s important to monitor performance with the dashboard. Data-driven iterations will help make gradual improvements to conversions, retention , and customer experience.  

Now, let’s review a few analytics tools that help businesses track and improve the customer journey.  

The Top 7 Customer Journey Analytics Tools

There are several tools that help track, analyze, and optimize the customer journey. Let’s review 7 of them:

1. LeadSquared 

LeadSquared is a robust customer relationship management and marketing automation platform. It provides lead tracking, customer data platform, and revenue reporting features amongst others. 

CRMs like LeadSquared are essential for customer journey analytics. They act as the single source of truth for most customer data across marketing and sales efforts.  

Key Features  

• Lead Tracking 
• Lead Qualification 
• Lead Scoring 
• User Activity Tracking  
• Tracking Sales KPIs  
• Marketing Automation Reports (which include campaign ROI, channel-wise performance, and more) 

Pricing  

LeadSquared offers three packages that differ based on the features offered. The Lite plan $25 per user/month while Pro costs $50 per user/month and Super is proced at $100 per user/month. Businesses can also request for a custom pricing plan based on the features that they require.  

2. Factors.ai 

Factors is an AI-fueled account analytics and multi-touch attribution platform. It unifies customer data across campaigns, website, and CRM to report KPIs and insights. Factors offers a range of power customer journey analytics features including: 

• Visitor identification   
• Account and user timelines 
• AI-fueled CRO insights 
• Customizable dashboarding 
• Funnels and path analysis  

The package starts at $99/month for visitor identification. Journey analytics and attribution plans start at $399/month. The pricing depends on the number of monthly visitors.  

3. Hotjar 

Hotjar is a behavior analytics and feedback tool. It helps businesses monitor user behavior on websites and mobile applications. Hotjar is useful for product marketers and UX teams. It improves website performance and conversion rates. 

• Heatmaps 
• Session recordings 
• Surveys 
• Feedback polls 
• Interview tools 

Hotjar offers a free plan for up to 35 daily sessions as well as unlimited heatmaps. Its paid plans start at $35/month for 100 daily sessions and scales up based on the number of daily sessions.

4. MoEngage 

MoEngage is a customer engagement platform that helps businesses with personalized, multi-channel communication. It’s used by a wide range of industries including SaaS, e-commerce, and finance to drive user engagement and retention. Here are a few key features:      Key Features   

• Customer analytics   
• Customer journey orchestration 
• Website personalization 

Moengage does not reveal its pricing but offers two plans: Grow and Scale. Grow is better suited for smaller teams with limited budgets and use-cases. Scale is for enterprises with involved, multi-functional requirements. You can learn more by getting in touch with their team . 

5. Totango 

Customer journeys extend beyond the signing of the contract. Tracking post-purchase customer service can help you boost retention as well. Totango as a customer success platform, tracks and manages customer relationships with the following features: 

• Health scores  
• Customer segmentation  
• Activity tracking  
• Customer journey mapping. 

Pricing   

Totango offers a free community plan. Its paid plans start at $249/mo for 200 customer accounts. Pricing scales with number of customer accounts, number of seats, and extra features. 

6. Mixpanel 

Mixpanel is a leading product and event analytics platform. This tool delivers real-time customer journey insights to support data-driven decisions. Product teams, marketers, and data teams use Mixpanel to improve customer engagement. 

• User tracking 
• User segmentation 
• Funnel analysis 
• A/B testing 
• Dashboarding 

Mixpanel offers a generous free plan for up to 20 million monthly events. This includes core user journey analysis features. Its paid plans start at $20/mo and can extend to more than $1000/mo based on the number of monthly events. 

7. FullStory 

FullStory is a digital experience and product analytics platform. It helps users identify what’s working and what’s not across the customer journey. FullStory helps product teams, UX designers, and customer success teams improve customer experience 

Key Features:   

• Intent signals  
• Funnels  
• User journeys  
• Heat maps  

FullStory does not reveal pricing but offers three plans : Business, Advanced, and Enterprise. Now that you have a couple of options to choose from, here comes the tough bit.

How to Choose a Customer Journey Analytics Tool for your Business? 

Every business has different requirements. While all the customer journey analytics tools covered provide comprehensive solutions, some may be better suited to your company than others. Here’s how to go about choosing the right tool for you: 

1. Define needs: Start by identifying your business needs and objectives. What KPIs are you looking to track and optimize? What function needs to improve performance? It wouldn’t make too much sense to invest in a heat mapping  tool like Hotjar when the issue you’re trying to solve for is churn. Instead, a customer success management tool like Totango would be a better option.  

2. Assess integration capabilities: It’s important to avoid siloed data. Ensure that the tools you’re evaluating integrate seamlessly with your existing techstack. The ability to connect data from multiple sources provides a holistic picture of the customer journey and eliminates unnecessary developer dependencies. 

3. Consider pricing and customer support: There’s a wide range of pricing models when it comes to customer journey analytics tools based on volume of data, number of users, and functionality. For instance, enterprise tools are chock-full of advanced features that may be redundant or overly expensive for smaller teams. Also consider customer success management and technical support for each tool to ensure long term compatibility.  

4. UI and accessibility : A tool is only as useful as it is usable. Customer journey analytics is a relatively involved and technical concept. Prioritize tools with intuitive UI to ensure you receive actionable value. It should also be flexible enough to accommodate business-specific requirements like customer KPIs and dashboards. 

5. Security compliance: Given that customer journey analytics involves sensitive customer data, it’s important to take security compliance into account. Industry-standard privacy regulations like GDPR and SOC2 must be met to ensure safety.  

I hope this comprehensive guide helped you understand customer journey analytics and it’s benefits in detail. If you need any help choosing a tool to analyse customer journeys or would like to give LeadSquared a shot, you can schedule a demo today.  

The purpose is to track, analyze, and optimize the customer journey from first touch to last. Customer journey analytics is valuable to marketing, sales, product, and customer success. It refines the customer experience, drive conversions, and improve retention . 

There are several ways to visualize the customer journey. Here are a few common methods:    1. Path analysis: Path analysis tracks a sequence of events that lead to a conversion goal. They’re usually represented as a flow chart.  2. Heat-map: Heat-maps represent customer behavior and highlight points of high and low engagement. This helps UX teams see what parts of the website are intuitive or unintuitive   3. Account timeline: Account timelines are linear representation  of the customer journey. They  show account-level touchpoints that occur over a period of time. 

Ranga is a product marketer at Factors.ai with a keen passion for beautiful product design and intuitive UX. Connect with him on LinkedIn or reach out at [email protected]

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A Step-by-Step Guide to Mastering Customer Journey Analytics

In an era where customer expectations are constantly evolving, businesses must remain several steps ahead to meet, if not exceed, these anticipations. One powerful way to achieve this is by harnessing the potential of customer journey analytics. By deciphering the web of interactions and touchpoints a customer encounters with a brand, organizations can derive invaluable insights. 

This guide unravels the methodology behind customer journey analytics, presenting you with a systematic approach to navigate and master its complexities. Prepare to deepen your understanding and refine your strategies, ensuring every customer interaction is optimized for success.

What Is Customer Journey Analytics?

Customer journey analytics offers a comprehensive lens to view and assess the series of interactions a customer has with a brand across multiple channels and over time. Rather than seeing each touchpoint in isolation, this analytics approach looks at the complete journey, allowing businesses to identify patterns, spot potential hurdles, and recognize moments of delight.

By connecting the dots, businesses can answer critical questions like: Where do customers drop off? Which channels are most effective? How seamless is the transition from one touchpoint to another?

Incorporating data-driven tools and technologies, customer journey analytics goes beyond mere surface-level observations. It dives deep, harnessing data from different sources, be it social media, website interactions, or even offline channels. The final product of customer journey analytics is a holistic, 360-degree view of the customer experience, ready to be leveraged for refining strategies, enhancing customer satisfaction, and ultimately, boosting business outcomes.

Customer Journey Analytics vs. Customer Journey Mapping

Customer journey analytics and customer journey mapping might sound like two sides of the same coin, but each plays a distinct role in enhancing customer experience. 

Customer journey analytics is rooted in data. It's about leveraging technology and analytics tools to gather, assess, and decipher customer data from various touchpoints. The goal is to uncover patterns, pinpoint obstacles, and identify opportunities, thereby providing actionable insights.

Think of it as the backstage crew in a theater, ensuring everything runs seamlessly, even if they remain unseen by the audience.

Customer journey mapping is a visual representation of the customer's experience with a brand. This map captures the entire spectrum of interactions, from initial awareness to potential advocacy, across all channels.

If we continue with our theater analogy, the journey map is akin to the stage - a visual spectacle that tells a story, allowing businesses to 'walk in the customer's shoes.'

Benefits of Customer Journey Analytics

Customer journey analytics, with its deep dives into data and patterns, brings myriad benefits to businesses.

Data-Driven Insights

Understanding customers is a top priority for any business. Customer journey analytics tools are like helpful assistants. They gather valuable information and present it in a way that's easy to understand. By looking at this data, businesses can see what customers love, what they might skip over, and where they spend a lot of time. This knowledge helps businesses make better decisions.

Enhanced Customer Experience

52% of customers will switch to a competitor if they have a single negative interaction with a brand.

Every customer wants a smooth and enjoyable experience. When businesses have the right information, they can spot areas that might cause problems or confusion. By fixing these little bumps in the road, brands ensure a smoother customer journey. This leads to happier customers who are more likely to come back again.

Bottom Line Growth 

61% of consumers are ready to pay at least 5% more if they know they’ll get a good customer experience.

Businesses work hard to offer great products and services. They want to see good results from their efforts. By focusing on the most important parts of the customer journey, businesses can encourage more sales. This means they get a better return on the time and money they invest.

Future-Proof Strategies

59% of consumers believe organizations should use the data they collect about them to personalize their experiences.

Customers' likes and needs evolve over time. But with customer journey analytics, businesses have a way to see what might be coming next . This knowledge helps them plan and prepare. They can think of new ideas and ways to serve their customers, making sure they're always offering what people want.

How to Use Customer Journey Analytics

Customer journey analytics is about examining each twist and turn a customer takes, all while backed by data. This exploration, though, isn't a mere walk in the park. It requires a systematic approach. Let's unpack this process step by step.

Data Collection

At the heart of any robust analytics process is data—crisp, accurate, and vast. It's the raw material. Before anything, you need to establish a clear process for gathering this data from all marketing sources, channels, and geos. 

You'd be looking at a mix of:

• Quantitative Data : These are numbers and hard metrics. Think of website visits, bounce rates, and purchase numbers. Tools like Google Analytics or similar platforms can be your go-to for this.
• Qualitative Data : These are more about 'why' and 'how'. Customer surveys, feedback forms, and even user testing can provide these invaluable insights that numbers might not reveal.

Remember, it's not just about quantity but quality. Ensure your data is clean, relevant, and free of any discrepancies or duplicates.

Pro tip: Leverage a marketing data aggregation tool to simplify and automate the process of data aggregation. Review the top five data extraction solutions most suitable for marketing departments and their unique needs.

Data Integration

Once you've got your data, it's time to make all the pieces work well together. 

Imagine having multiple puzzle pieces from various boxes. Data integration is like fitting those pieces together to form a single, coherent picture. This method ensures that irrespective of where your data comes from—be it different departments, systems, or external partners—it can be consolidated, making it easier and more efficient to analyze and use.

This is where integration becomes crucial:

• Unified Customer View : By integrating your data sources, you can create a unified view of your customers. Platforms like Customer Data Platforms (CDPs) or other integration tools can be invaluable.
• Avoiding Silos : Integration ensures that data doesn't remain stuck in one department or platform. Everyone, from marketing to sales to customer support, gets a holistic view.

With your data collected and integrated, now comes the exciting part—analysis. This is where you turn those numbers and feedback into actionable insights.

• Segmentation : Divide your audience based on behavior, demographics, purchase history, or other relevant metrics. This helps in crafting personalized strategies.
• Identify Patterns : Are there common pathways where customers drop off? Or specific touchpoints where they seem most engaged? Recognizing these patterns can be game-changers.
• Predictive Analysis : Using the power of AI and machine learning, some advanced platforms can even predict future behavior based on past patterns.

Optimization

Lastly, analytics isn't just about observation; it's about improvement. Based on the insights from your analysis:

• Test Changes : If you've identified a touchpoint with high drop-offs, experiment with changes. A/B or multivariate testing can be a useful method here.
• Iterate : No strategy is set in stone. Continuously use your analytics to refine and evolve your strategies.
• Measure Success : Set clear metrics for success. Whether it's increased retention, higher sales, or improved customer satisfaction, always have a clear target.

7 Common Missteps in Customer Journey Analytics and Solutions to Fix Them

While the insights gained can be profoundly transformative for businesses, there are potential pitfalls along the customer journey analytics way. This section sheds light on seven common missteps organizations often encounter and offers pragmatic solutions to steer clear of them, ensuring a smoother journey toward actionable insights.

Collecting Data from Multiple Sources

Customers may interact with a brand through its website, mobile application, social media channels, and in-store digital touchpoints. As these interactions spread across various platforms, gathering cohesive data becomes a huge challenge. Fragmented data can lead to disjointed insights, making it difficult for organizations to gain a holistic understanding of their customer's journey.

Solution: To address this challenge, employ a centralized data management platform or system like Improvado that can aggregate and harmonize data from different sources. Improvado comes equipped with over 500 connectors specific to marketing data sources, enabling streamlined data collection. Automated process management and data validation further enhance the integrity and reliability of the collected data.

Ensuring Data Privacy

Collecting and analyzing customer data poses a risk, especially if not handled with the utmost care. There's a fine line between gathering insights to enhance the customer journey and infringing on a customer's privacy. Regulatory frameworks, such as the GDPR and CCPA, also pose strict guidelines and penalties for mishandling personal data.

Solution: To ensure data privacy, companies should prioritize encryption at all data collection points and during data storage and implement robust data privacy practices . Furthermore, implementing access controls can ensure that only authorized personnel can access sensitive data. 

Understanding Complex Data

While collecting diverse sets of data provides a more comprehensive view of the customer journey, it also brings with it the challenge of complexity. Raw data, especially from multiple sources, can be overwhelming and may seem like an intricate puzzle.

Solution: To simplify complex data, businesses can utilize advanced analytics tools equipped with features like data visualization and automated pattern recognition. These tools can transform raw data into comprehensible charts, graphs, and visual journey maps. 

Keeping Up with Changing Customer Behavior

As consumers are exposed to a myriad of choices and information, their behavior evolves continuously. What worked a month ago might not resonate today. This dynamic nature of consumer behavior poses a challenge for businesses relying on static models or outdated data.

Solution: Utilize real-time analytics tools that offer a current view of customer interactions and behaviors. Regularly updating customer personas and segmentations can also help. Additionally, feedback loops, such as surveys or customer reviews, can provide timely insights into changing preferences. 

Integrating with Current Systems

Many companies have an array of systems—CRM, CMS, sales platforms, and more. Gathering data from each system and ensuring they 'talk' to each other is often a hurdle. Disparate systems can lead to data silos, where crucial insights are trapped in one part of the business, unknown and inaccessible to other departments that might need them.

Solution: Before choosing a customer journey analytics tool, check if it's compatible with the current systems. If there are issues, look for integration solutions or middleware that can bridge the gap.

Justifying the Investment

The initial costs associated with implementing customer journey analytics can be significant. This includes purchasing software, training teams, and possibly hiring specialists. Business leaders might be hesitant to allocate resources without a clear understanding of the tangible benefits they can expect in return.

Solution: Highlight case studies or examples from other businesses that have benefited from similar investments. By showcasing potential revenue growth, improved customer satisfaction, and efficiencies gained, you can present a compelling case for the broader adoption of customer journey analytics. Additionally, some analytics platforms offer proof of concept, leveraging these can give a firsthand experience of the tool's capabilities without a substantial initial commitment.

Navigating the intricate world of customer interactions becomes a smoother endeavor with the right tools, primarily customer journey analytics. While challenges might surface, they pale in comparison to the vast opportunities analytics presents. As we wrap up, it's essential to emphasize the transformative potential of effectively utilized data. It's not just about collecting data but turning it into actionable, impactful strategies. With analytics at your helm, you're not only reacting to the present but also proactively shaping a promising, customer-centric future.

Frequently Asked Questions

What is customer journey analytics, how does customer journey analytics differ from customer journey mapping, why is customer journey analytics important for businesses, what are the primary steps to use customer journey analytics.

• Data Collection: Gathering information from every customer interaction.
• Data Integration: Organizing and streamlining the collected data.
• Analysis: Exploring patterns and trends with analytics tools.
• Optimization: Making improvements based on the analyzed data.

What challenges might businesses face with customer journey analytics?

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Customer Journey Analytics: A Comprehensive Guide

February 6, 2024   •   6 min read

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Individual touchpoint analytics vs. journey analytics – what should brands track? Overall journey analytics. Period.

Many customers churn saying their overall customer experience with the brand was “unsatisfactory” despite reporting satisfaction in their last interaction (just before defection).

Most companies today focus on reporting, but few on analytics. However, in order to deliver authentic, consistent experiences, one needs more than plain reporting. Customer journey analytics not only state what happened during the customer journey but also uncover why it happened and what to do now. Astute root cause analysis drives strategic decision-making, which impacts business growth and ROI positively and tangibly.

If you are losing customers to disjointed customer journeys, this comprehensive guide is what you need. It covers customer journey analytics end to end – from definition to implementation and best practices. Let’s dive right in.

What is customer journey analytics?

Top benefits of leveraging customer journey analytics, how to build customer journey analytics, how can teams take advantage of customer journey analytics data, customer journey analytics vs. customer journey mapping: core differences , deliver authentic and personalized customer experiences with sprinklr.

A customer journey is the set of interactions a customer undertakes across touchpoints to accomplish a task with a brand. Given the diverse paths a journey can take as customers hop from channel to channel, identifying which paths can come in the way of customer satisfaction and conversion can give real value to brands, and this can be accomplished via customer journey analytics.

Customer journey analytics goes a step ahead of customer journey mapping since it not only maps customer touchpoints and interactions but also highlights the impact of each element on the customer’s final decision, allowing brands to take proactive measures to minimize friction and move customers toward the desired action.

On a high level, customer journey analytics pinpoints the successes and areas for improvement, unlocking the following benefits for brands: 

Reveals deep customer insights : Customer behavior data is fodder for journey analytics, and it reveals complex patterns in customer behaviors that brands can utilize to their advantage. For example, a telecom company watching customer interactions might discover that a specific customer is more responsive to company communication in a specific timeframe, which they can then use to send promotional messages.

Pinpoints churn points and triggers: Unless a customer takes the time to fill in a customer survey , one can’t really pinpoint why they churn. That’s where customer journey analytics plays a pivotal role in capturing churn signals in real time. Deep analysis reveals triggers for different customers, allowing you to pivot and keep them in the funnel.  

Enables strategic decision-making: CX strategists and analysts evaluate the impact of their campaigns and initiatives more confidently with concrete numbers and actionable insights, removing the guesswork from decision-making.

Say you intend to invest in a pricey advertising campaign to multiply festive sales. However, customer journey analytics recommends organic outreach based on past results, which gives decision-makers the confidence to make this move.

Customer Experience Management (CXM): Be Present, Be Engaged, Be Human@Scale

Customer journey analytics and customer experience management are related concepts since they both aim to understand and optimize interactions between customers and brands.

However, customer experience management is a broader concept that encompasses the start-to-finish customer lifecycle, aiming to manage and elevate the customer experience by optimizing at all levels - product, service, process and support. It is a strategic and holistic approach that spreads delight and boosts customer retention .

While a robust analytics tool can yield journey data, you need a unified customer experience management platform to help with CXM. A unified customer experience platform like Sprinklr enables brands to be omnipresent on traditional and modern channels, pulling in and processing terabytes of unstructured customer data to weave a narrative around customer experience.

Unlike duct-taped point solutions, Sprinklr’s unified solution ties together all your customer-facing functions, including research, insights, marketing, sales and support, passing data and insights from one function to the next as the customer progresses along the journey.

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In order to leverage customer journey analytics meaningfully, approach it strategically using the steps below:

Step #1: Define your goals

Right at the outset, determine what it is you want to achieve by building customer journey analytics.  

Do you want to see the impact of blog engagement on subscriber list growth? 

Or do you want to find out the success rate of your retargeting ad campaign? 

Or are you keen to know the effectiveness of your self-service tools like knowledge base , FAQ chatbot or customer community? 

Step #2: Map the customer journey

Next, map the customer journey to be analyzed. A typical journey map contains the buyer’s entry point, buying process, subsequent touchpoints, pain points, emotions and exit points.

For example, if a customer opens a support chat on your website and they are directed to dial your call center or asked to repeat their details to multiple people, the journey is from chat to call center to exit. The pain points responsible for exit are insufficient customer self-service and siloed data.

Step #3: Gather relevant data

Your journey analytics tool should gather two data types – user data and interaction data. User data is information about the user, including demographics, behavioral traits and contact information. Interaction data is how the user interacts with your touchpoints, such as website engagement, conversion rate etc.

For gathering data, use customer data platforms (CDP) that attach unique IDs to each customer-facing platform, capturing variables such as device, browser, operating system, visitor log and historical information. This helps enable accurate attribution and build unique user views.

Types of customer journey analytics reports

Reports are the building blocks of analytics, and they are of many types:

Journey reports depict the buyer’s journey from point to point, highlighting friction and fall-off with reasons therein. They also analyze – and compare – the outcome of improvement strategies.

Attribution reports pinpoint touchpoints/events/products/campaigns that led to successful conversion. For example, product marketers can use attribution reports to identify feature updates that lead to maximum upsells.

Cohort reports depict growth in terms of product/feature usage. For instance, a product company can chart its growth by tracking the usage of a particular feature.

Retention reports track how long a user stays logged in or returns for the next session after performing a specific task.

Also Read: Customer Service Analytics – A Comprehensive Guide

Step #4: Identify improvement areas in the journey

Upon analysis of gathered data, you will uncover gaps and improvement areas in the customer journey. Mending these will help optimize the customer experience, conversion rate and revenue. You might discover new pain points during your analysis. Ensure these are updated on the map.

For example, if you own an e-commerce website experiencing drop-off at checkout, analyze the causal factors, which can range from limited payment options to stringent return policies. Your customer journey analytics tool should be adept at root cause analysis, pinpointing the trigger driving away customers.

Dive deeper: Try building a customer experience map using this guide.

Step #5: Test improvement strategies

Returning to the e-commerce example, your customer journey analytics tool can recommend improvement strategies such as using live chat to control cart abandonment or relaxing return policies. It should also allow A/B testing these strategies, tracking and comparing outcomes to drive strategic action.

Organizations can leverage customer journey analytics data in myriad ways. Let’s consider three common scenarios below:

Scenario #1: An e-commerce company wants to improve its digital customer experience to increase online sales and customer satisfaction.

Application: The team leverages customer journey analytics to analyze the entire online purchasing process. This includes identifying the most common customer paths, pinpointing drop-off points in the sales funnel and understanding the factors that lead to successful transactions. With these insights, the team can optimize the website, streamline the checkout process and personalize online interactions to create a smoother and more engaging digital customer experience .

Scenario #2: A telecommunications company aims to reduce customer churn and enhance customer loyalty.

Application: The team uses customer journey analytics to map the customer lifecycle, from onboarding to usage patterns and potential points of dissatisfaction. By analyzing customer interactions with various service touchpoints, the team can identify patterns associated with customers likely to churn. This insight enables the implementation of targeted retention strategies, such as personalized offers, proactive customer support or exclusive loyalty programs, to retain customers and improve overall customer satisfaction .

Scenario #3: A marketing team wants to optimize its multichannel campaigns to improve customer engagement and conversion rates.

Application: Customer journey analytics is employed to track and analyze customer interactions across different marketing channels, including social media, email and online advertising. The team identifies the most effective touchpoints and sequences in the customer journey, understanding how customers move from awareness to conversion. With this information, the team can allocate resources to the most impactful channels, personalize marketing messages based on customer preferences, and optimize the timing and content of communication to maximize the effectiveness of their campaigns.

Interesting Read: How Personalized Should Marketing Be?

Both customer journey analytics and customer journey mapping play crucial roles in understanding and improving the customer experience, but they differ in their approaches and objectives. 

The modern enterprise is struggling with torrential customer data flowing into disparate customer touchpoints, impairing the delivery of insights to teams and processes where they matter most.

A unified customer experience management platform like Sprinklr offers granular and holistic customer journey analytics from 30+ channels, along with AI-powered optimization recommendations. By bringing your customer data and interaction data under one roof, Sprinklr enables real-time reporting and decision-making necessitated by the volatile business landscape and evolving customer aspirations. 

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Frequently Asked Questions

Traditional analytics measure each customer service metric without giving a holistic account of the start-to-finish customer journey, whereas customer journey analytics treats the entire journey as a variable and analyzes it holistically, yielding emotions, pain points and actions at every touchpoint in the journey.

Customer journey analytics uses two data types – user data and interaction data. User data is information about the user, including demographics, behavioral traits and contact information. Interaction data is how the user interacts with your touchpoints, such as website engagement, conversion rate etc.

Real-time analytics allows businesses to track interactions as they happen, enabling timely intervention and customer experience optimization based on customer behaviors. Customer journey analytics generated this way are more authentic and accurate.

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Bhavna Gupta

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A guide to customer journey analytics

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Customer journey analytics is a powerful tool that gives your business a comprehensive view of the customer experience—from before the initial point of contact to the final purchase. 

Your business can gain insights into customer behavior , preferences, and pain points by analyzing data from various touchpoints along the customer journey. You can then use these insights to optimize marketing campaigns, improve customer service, and ultimately drive revenue growth.

• What is customer journey analytics?

Customer journey analytics is the process of understanding the interactions between customers and a business across various touchpoints. By outlining each point of contact a consumer has with your company, you can better understand their path to completing an activity like signing up for your service or buying your product. 

Common components of customer journey maps include:

The stages of the journey

Demographic information and behavioral traits

Touchpoints and key moments of interaction

The customer's goals, needs, and expectations at each touchpoint

Pain points across the journey

The points in the journey that can make or break the customer's experience

The channels or platforms the customer uses to interact with the business

Customer actions

Business actions addressing customer needs

Opportunities for the business to improve the customer experience

Customer sentiment (emotion or satisfaction) at points in the journey

Metrics (e.g., satisfaction scores)

Customer journey analytics is essential for businesses that want to understand their customers' needs and preferences and provide them with a personalized and seamless experience.

• Customer journey analytics vs. customer journey mapping

Journey analytics and journey mapping are related but distinct concepts. Customer journey mapping is the process of visually representing the customer's end-to-end experience with a business, from the first interaction to the final purchase and beyond. It typically involves creating a diagram or flowchart that shows the different touchpoints along the customer journey stages.

On the other hand, customer journey analytics involves collecting and analyzing data on customer behavior and interactions across various touchpoints to gain insights into the customer experience . It involves using tools like data visualization and machine learning to identify patterns and trends in customer behavior.

Customer journey mapping provides a high-level overview of the customer journey. Customer journey analytics, on the other hand, provides detailed insights that you can use to optimize specific touchpoints and improve the overall customer experience. 

Both approaches are important for understanding and improving the customer journey. Businesses can combine them to create a holistic view of the customer experience. For example, a customer journey map can serve as a starting point for identifying which touchpoints a business needs to dive deeper into with customer journey analytics.

• Benefits of customer journey analytics

Customer journey analytics provides businesses with various benefits that can help them improve the customer experience, build loyalty, and drive revenue growth. With these benefits, you’ll find that:

Your brand becomes more customer-centric

Customer journey analytics allows you to deeply understand your customer's behavior, preferences, and pain points throughout their experience with the business. These insights enable you to tailor your marketing efforts and provide a personalized experience that meets their needs. 

A McKinsey survey found that 71% of consumers expect organizations to provide personalized interactions . So, by putting the customer at the center of your business and customizing their experience, you build loyalty, increase customer satisfaction , and ultimately drive revenue growth.

Your company becomes more cohesive

Mapping your customer journey involves collecting data from various departments and touchpoints across your business. This process requires collaboration and communication between departments, which can lead to a more unified approach to the customer experience. 

By breaking down silos and sharing information, you can create a seamless customer journey that improves customer satisfaction and increases retention. A unified approach to the customer journey also helps to eliminate duplicate efforts and reduce costs, making your business more efficient and effective. 

Once you have a journey map that is the single source of truth for the customer’s experience, you can then share it across the entire organization.

You can monitor issues in real time

You can quickly identify and address pain points and customer service issues by tracking customer behavior across touchpoints. This proactive approach to problem-solving enables you to improve the customer experience and prevent negative feedback from spreading on social media or review sites. 

Research shows that 86% of loyal customers will leave you after two to three bad experiences. So, you can greatly increase customer satisfaction and loyalty by addressing issues as they happen.

You can view direct and indirect feedback in one place

Direct feedback, such as surveys and customer service interactions, provides valuable insights into customer preferences and pain points. Indirect feedback, such as social media mentions and reviews, can also provide valuable insights into the customer experience. 

By analyzing both types of feedback, you can gain a more comprehensive view of the customer experience. This helps you make data-driven decisions that improve the customer journey.

• How to use customer journey analytics

To use customer journey analytics effectively, businesses must follow a structured process involving three key steps.

1. Map your customer journeys and collect info

The first step in using customer journey analytics is to map your customer journeys and identify the various touchpoints where customers interact with your business. This could include your website, social media channels, email marketing, and customer service channels. Once you have mapped out these touchpoints, you need to collect and aggregate data from each one. 

2. Analyze your customer data and behavior

Once you’ve collected and aggregated your data, the next step is to analyze it to gain insights into customer behavior and preferences. This could involve using data visualization tools to identify patterns and trends and machine learning algorithms to identify correlations and anomalies in the data. 

By analyzing your customer behavior and data, you can identify areas where you could improve the customer experience and develop data-led strategies to address these issues.

3. Take action based on data-driven insights

The final step in using customer journey analytics is to take action based on the insights you’ve gained from your data analysis . This could involve: 

Making changes to your website or marketing campaigns

Improving your customer service processes

Implementing new tools and technologies to improve the customer experience 

By taking action informed by data-led insights, you can make targeted improvements to the different stages of the customer journey in order to drive increased customer satisfaction and loyalty.

• An example of using customer journey analytics

Here's an example of how a clothing store could use customer journey analytics to improve its business:

The journey

The clothing store maps out the customer journey, which looks like this:

The customer becomes aware of the store through online ads, social media, or word-of-mouth

The customer then visits the boutique's website and browses available products

Next, the customer adds items to their cart and proceeds to checkout

The customer either completes the purchase or abandons their cart

Through customer feedback and website analytics, the store identifies that customers frequently abandon their online shopping carts during checkout. Using customer journey analytics tools, the store analyzes the data to determine the cause and impact of the cart abandonment issue. 

They find the checkout process too complicated, with too many form fields and a lack of transparency around shipping and return policies. They also find that customers aren’t receiving enough reassurance that their personal and payment information is secure.

Resulting action

The store simplifies the checkout process by reducing the number of form fields and offering a guest checkout option. They also provide more detailed information about their shipping and return policies and add trust signals such as secure payment badges and customer testimonials. 

They implement these changes and track the impact on customer behavior, finding that the cart abandonment rate decreases significantly.

• The challenges with customer journey analytics

Customer journey analytics has become an important tool for businesses to understand and optimize customer interactions across various touchpoints. However, organizations must overcome several unique challenges to use this tool effectively. 

Here are four of these challenges:

Many organizations have data silos , which are isolated data repositories that aren’t easily accessible or shareable. This makes it difficult to get a complete picture of the customer journey, as data is scattered across different systems and departments.

Lack of standardization

Customer journey data may come from various sources and be recorded in different formats, making it difficult to standardize the data and draw meaningful insights. This can potentially lead to data inconsistencies, errors, and duplication.

Limited data quality

Customer journey data may be incomplete, inaccurate, or outdated, which can impact the accuracy and reliability of the insights derived from the data. This can lead to incorrect assumptions about customer behavior and preferences. 

To avoid this, use up-to-date customer research to build personas that inform the journeys. Also, acknowledge the moments in the customer journey that occur outside of the existing touchpoints.

Difficulty in attribution

With multiple touchpoints and channels, it can be difficult to attribute specific actions or behaviors to a particular customer. This can make it challenging to identify which touchpoints are most effective in driving conversions or building customer loyalty .

Customer journey analytics is a powerful tool, but organizations must overcome these challenges to unlock their full potential.

With the rise of digital channels and the increasing importance of customer experience, customer journey analytics is more important than ever. With the right tools and strategies, customer journey analytics can help you stay ahead of the competition and create a seamless, personalized customer experience. 

Whether you're a small clothing store or a large multinational corporation, implementing customer journey analytics should be an essential part of your business strategy.

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10 customer analytics tools you need to improve CX and build better products

In today’s competitive market, there’s no room for guesswork when it comes to knowing who your customers are, what they want, and how you can help them achieve their goals.

Customer analytics software helps you understand your users to meet their needs more effectively, predict their future behavior, and, ultimately, design better products that will drive business growth.

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Finding the right combination of tools to answer all your questions about your customers can be a challenge. You’ll need to use a range of tools to collect and analyze customer data, letting you monitor user traffic and behavior, get direct insights from your users, and find out how customers are responding to your product experience (PX) on social media platforms . 

We’ve curated a list of the 10 best customer analytics software options available to help you understand your buyers more deeply. You’ll learn how these tools work, how to combine them, and how they can help you make good business decisions and achieve your goals.

Find out what your customers really think of your site

Collect powerful product experience insights with Hotjar

The 10 best customer analytics tools

Collecting metrics like page views and conversion rates gives you a useful overview to help you spot patterns in customer behavior and measure the impact of your marketing and design changes. But to really understand your customers and improve your product, you also need to find out what motivates your users' actions . To do this, you need tools that provide qualitative data on users’ opinions and feelings as they move through the customer journey on your site. 

In this list, we’ll show you both qualitative and quantitative analytics tools, since both have an important role to play in understanding who your customers are and what they want. 

Web analytics and product experience insights tools

Web analytics and PX insights tools collect customer engagement data. They provide data points on your customers’ interactions with your website or product. The best options help you understand their behavior and motivations.

Hotjar’s Observe tools make it easy to see exactly how your customers are interacting with your product.

Heatmaps aggregate user behavior and show you whether your visitors reach key content or get distracted along the customer journey through visual, color-coded representations of clicks, moves, and scrolls on your web pages.

With click maps, quickly spot where your users click (or don’t click)

With move maps, understand what attracts your users’ attention, and what they miss

With scroll maps, learn how far users scroll down the page and what gets ignored

Hotjar’s Session Recordings show you a complete playback of a user’s mouse movements, hovers, u-turns, and clicks as they travel through your site, helping you understand and identify blockers in the customer journey.

Hotjar’s Ask tools make it a breeze to collect customer insights directly from your users.

Use Feedback to understand how your visitors feel about different pages and site elements, gauge their overall user satisfaction, and hear their suggestions for improvements.

Surveys let you capture the voice of the customer either on- or off-site. The best part? We've created survey templates for customer retention and customer satisfaction surveys, product feedback, traffic attribution, market research, and more.

Connect with your users with Hotjar Engage

Need to go even further with your customer data collection? Hotjar Engage lets you recruit and interview users. The meetings are hosted, recorded, and transcribed, so you can focus on gathering key insights from your users.

Key features and benefits

Hotjar’s product experience insights tools are great for collecting granular insights about the customer experience (CX). They add depth to traditional, quantitative analysis software, by providing the why behind the what at every touchpoint during your customer journey analysis. 

Combine Hotjar with traditional analytics: have you identified a high churn rate on one of your pages? Watch a session replay to spot what prompted this rage click .

Take advantage of how Hotjar's tools work together: are scroll heatmaps showing you that users don’t scroll all the way down the page before they leave? Set up an exit-intent survey to learn what they were hoping to find.

Use filters and segments when conducting data analysis: filter by events, URL, demographic data, errors, and more, to sort out the data and find exactly what you need.

Discover even more customer analytics tools included in the Hotjar platform

Hotjar integrations let you connect with hundreds of apps to help you with your work. These automations help you communicate insights with your team, complement your A/B tests and experiments with qualitative data, segment users, and more.

Funnels tell you where (and why) users drop off. Identify at which step of journey they leave your funnel, understand why (with recordings and heatmaps), then optimize your conversion funnel.

Hotjar’s Dashboard provides intuitive, easy-to-analyze visualizations to help you effectively communicate key information and customer insights to stakeholders, and get buy-in on product improvements.

Hotjar Highlights help teams curate and share the information they need to enhance cross-functional collaboration . For example, customer-facing teams can use Highlights to share feedback with product teams, to find fixes to bugs identified by users.

Note: Hotjar’s tools are privacy friendly and protect users’ data.

Pricing and plans

Observe Plan (Heatmaps and Recordings)

Basic: free

Plus: $32/month

Business: from $80/month

Scale: contact the sales team

Ask plan (Feedback and Survey tools)

Plus: $48/month

Business: from $64/month

Pay as you go: $90/credit

Plus: $72/month

Business: $112/month

2. Mixpanel 

Mixpanel is a self-service product analytics platform for web and mobile . It tells you how your customers are interacting with your website and which features and tools they use most, to help you convert, engage, and retain users. 

Mixpanel tracks actions that your customers perform—like signups or purchases—and user profiles that show data—like the number of purchases made.

Mixpanel helps maximize business resources and saves time by giving all teams access to real-time customer and product data to help them make quick decisions based on user behavior .

It’s great to understand how customers interact with your website both before and after a conversion action . This helps you identify customers most at risk of dropping off or churning , so you can check in with them and give them prompts to continue using your site or complete their purchase.

You can also use Mixpanel to understand a particular stage of the customer journey, like the steps right before a purchase, to help you identify trends and spot problems so you can correct them .

Mixpanel has 3 pricing levels:

Free: for up to 100,000 tracked users

Growth: starting at $25.00 per month

Enterprise: contact Mixpanel 

Pro tip: combine Mixpanel’s quantitative data with Hotjar’s qualitative insights to improve your site’s UX and increase conversions.

3. Google Analytics 

Google Analytics (GA) is a web analytics platform used by over 28 million sites that provides key statistics about how many users are visiting your website, how they got there, and who they are. 

GA helps you track and measure metrics such as session duration , pages per session, and bounce rate , and also gives you user insights, like their location, language, age range, and gender.

Google Analytics also helps you understand which advertising campaigns are effective as it shows you which sites your users are coming from.

Furthermore, GA tells you which pages your users spend the most time on, and where they’re dropping off . If you have several landing pages, you can see which ones are better at converting users into paying customers.

The standard version of Google Analytics is free

Google Analytics 360 is an enterprise version with advanced features that costs $12,500 per month

Pro tip : using both quantitative and qualitative data will give you a complete picture of your customers’ experience and help you identify the best next action to improve their journey .

Use Hotjar’s integration with Google Analytics to help you get the most out of your insights  and learn why you need to use both tools together .

4. Kissmetrics

Kissmetrics is a customer behavior analytics tool that focuses on the user , providing in-depth data about the user experience by connecting the data it collects to a real person. Kissmetrics lets you view a user’s full customer journey and identify the drop-off points for every flow on your site .

For SaaS companies, Kissmetrics lets you segment different types of customers based on their usage of your product . Its customer segmentation metrics show you who your best customers are, how you originally acquired them, and which features they prefer. This will help you design future versions of your product with these customers in mind.

For ecommerce businesses, in addition to helping you identify who your big spenders or regular customers are and seeing how you acquired them, Kissmetrics helps you find out whether your first-time and repeat purchaser populations are growing or shrinking and discover the lifetime value of your customers by segment . You can also check where customers drop off during checkout, and take action to prevent drop-offs —like sending your customers a targeted email just as they leave to encourage them to continue their purchase.

Free trial available

Pricing editions start from $500 per month

⚡ Get more out of your data with the Hotjar and Kissmetrics integration :

Filter recordings and heatmap data by Kissmetrics IDs to see how customers interact with your site or product

Target surveys and feedback widgets using Kissmetrics IDs so they display to specific customers

By combining the detailed user behavior data and customer segmentation in Kissmetrics with visual insights and user feedback through Hotjar, you’ll get a more comprehensive understanding of what customers do—and why.

Woopra tracks how customers interact with your website. Similar to Kissmetrics, the focus is on individual users, and Woopra gives you insights throughout the customer journey, building up a detailed profile for each customer in real-time. You can view data about the most recent pages users have visited and their social media profiles.

Woopra helps you segment users by behavior and engagement to build a picture of your best customers and discover their preferences to design for their needs .

Find out which marketing campaigns are most successful and which geographical area accounts for most of your signups, helping you make your site and advertising more effective and targeted in the future .

You can even set up Woopra to send messages to users encouraging them to re-engage with your site when you notice they’re about to drop off .

Free version with limited functionality

Paid for versions from  $349 per month

6. Plausible

A privacy-friendly alternative to Google Analytics, Plausible offers open-source web analytics without cookies . It tracks unique visitors, total page views, bounce rates, visit duration and tells you where your users are coming from.

One of Plausible’s main advantages is its lightweight script, which is 45 times smaller than the one used by Google Analytics, for example. This means your site will load faster as you reduce your carbon footprint.

You can use Plausible metrics in much the same way as Google Analytics to track events, goal conversions, and campaigns, segment your audience, and track outbound links . Since all site measurement is anonymous, you won’t need cookie banners or GDPR consent opt-ins.

From $9 per month for 10,000 page views

7. Amplitude

Amplitude is a product analytics tool that helps you create customer journey maps to understand your user's experience . It tracks all the main events in a customer’s journey—from feature engagement to shopping cart abandonment—and lets you analyze user behavior across different devices.

Amplitude’s insights help you predict combinations of user actions that translate to customer purchases and loyalty .

Amplitude also lets you see individual-level user behavior to help you target users with action-dependent messages to lower dropoffs.

Free starter plan

Paid-for growth and enterprise plans

Social media customer analytics tools

8. brandwatch.

Brandwatch is an AI-powered analytics tool that helps businesses understand how consumers feel about their products and customer experience . It tracks mentions of brands, products, and keywords, so you can monitor online chatter about your own brand and products, along with those of your competitors.

Brandwatch helps you analyze online conversations in your sector to benchmark your product's or website's performance against your competitors to see how you compare, and spot ideas for improvement and opportunities for growth.

The tool also lets you quickly identify negative reviews about your product experience and respond to customers to turn the conversation around . Another feature of Brandwatch is that it helps you find social media influencers that can help you build trust and credibility with your users.

Pricing on request

9. Brand 24

Brand24 is another online reputation tool that lets you track customer analytics for your product and the user experience you offer across the web and social media . It also tracks hashtags and keywords relevant to your industry to see how users react to mentions of your brand , including likes, shares, and comments.

Use Brand 24’s advanced sentiment detection to segment positive, negative, and neutral mentions of your website and product experience to quickly follow up on online feedback, convert leads into customers, and respond to dissatisfied customers .

You can also the software to test social media campaigns to see which hashtags and posts are most effective in building better product awareness and a stronger social media presence .

Individual: $49 per month 

Team: $99 per month

Pro: $149 per month

Enterprise: $249 per month

10. Sprout Social

Sprout Social provides analytics for your brand’s presence on social media platforms. It tracks mentions, hashtags, likes, and comments so you can evaluate the success of your social media campaigns among customers and potential customers.

Sprout Social uses a centralized inbox that allows you to monitor and reply to messages across different social media platforms. It also generates content suggestions with fresh ideas to help you add to the discussion around trending topics.

Another useful Sprout Social tool is its chatbox function, which you can use to communicate with your customers via Twitter DMs or Facebook conversations.

Standard: $89 per user/month

Professional: $149 per user/month

Advanced: $249 per user/month

Combine top customer analytics tools to create an amazing product experience

Collecting reliable data about your customers is the best way to understand who they are and what they want from your business. 

But there isn’t a single tool that can deliver all the customer insights you need. Instead, put together a varied tech stack that includes web metrics and social media metric tools, and product experience insights tools, like heatmaps and session recordings.

This combination of quantitative and qualitative data will give you a complete picture of your customer's experience and help you identify the next action you need to take to help them achieve their goals and create satisfaction.

Collect user behavior insights with Hotjar

What is customer analytics?

Customer analytics is the process of collecting data about who your customers are, what they want, how they behave on your website or product, and analyzing it to improve product and marketing decisions. It’s important to include both quantitative data — to know how many users you have and what they do — and qualitative data — to understand their motivation —in your analyses.

What is user behavior analytics?

User behavior analytics is the tracking and evaluation of user behavior on digital platforms to understand what motivates your customers to reduce churn, increase conversions, and improve the product experience.

What is the best way to learn about your website customers?

The best way to learn about your website customers is through a combination of quantitative and qualitative metrics. Quantitative metrics like user website traffic and churn rates give you a picture of how many users you have and what they do, whereas qualitative data gives you detailed information about why customers behave the way they do.

Customer analytics strategy

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Customer analytics trends

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10 Best Customer Journey Mapping Software Tools in 2024

Senior Content Marketing Manager

February 13, 2024

Understanding your team’s needs and customer expectations is critical to running a successful business. One way to achieve this understanding is by mapping out their journey, from their first interaction to their final purchase, and yes, there are tools to automate this process and make it way easier!

This article will explore customer journey mapping tools and outline our top 10 of the crop, each with unique features and benefits. Keep reading to find the perfect software to enhance your customer engagement efforts.

What are Customer Journey Mapping Tools?

2. custellence, 4. lucidchart, 5. visual paradigm, 6. uxpressia, 9. flowmapp, 10. microsoft visio, what to look for in customer journey mapping tools.

A customer journey mapping tool is a software application or platform that helps businesses create visual representations of customer touchpoints and experiences. Customer journey mapping involves understanding and documenting a customer’s various interactions with a business, from their initial awareness and engagement to the final purchase or onboarding and post-purchase experience.

The best customer journey mapping tool typically provides user-friendly interfaces that let businesses create visual diagrams on digital Whiteboards or Mind Maps of the customer journey. These journey maps often include different stages or phases of the customer’s experience and other aspects such as awareness, consideration, decision-making, purchase, and post-purchase.

Within each stage, the user journey map tool allows the user to define and outline specific touchpoints, interactions, channels, and emotions the customer may experience.

Mastering the customer journey mapping process helps you make sense of customer data, gain insights and identify areas for improving your average customer’s experience.

10 Best Customer Journey Mapping Software to Use in 2024

Are you tired of hearing about the essence of mapping your customer journey but unsure where to start? Fear not, as we are about to give you “the tea” on the best customer journey mapping software for you to get started.

Our top 10 picks for customer journey mapping tools include the following:

ClickUp is an excellent customer journey mapping tool that lets you create the best visual workflow representations with its whiteboard feature and mind map maker. These features help you outline and view the various touchpoints of your customer lifecycle, from awareness to conversion, repeat purchases, churn, and more.

ClickUp also offers multiple customer journey map templates , so you don’t have to create yours from scratch. Create detailed workflows and approval processes with Mind Maps so you can easily create dependencies for each step.

ClickUp key features

• ClickUp’s Whiteboard : ClickUp has a whiteboard feature that allows individuals and teams to visualize ideas, improve communication and create unique CRM workflows to improve customer journeys
• Mind Map Maker : ClickUp’s Mind Mapping feature helps create dynamic visual outlines and flowcharts for ideas, projects, or existing tasks
• Customizable templates : ClickUp provides templates for multiple use cases, including creating project roadmaps and customer journey maps – so you have a base to start from
• Custom views : Choose between 15+ different views for task management, journey mapping, diagramming, or through custom Gantt charts

ClickUp limitations

• ClickUp has a ton of customizations, so it can be a little difficult to learn it all right away

ClickUp pricing

• Free Forever
• Unlimited: $7/month per user 
• Business: $12/month per user
• Enterprise: Custom pricing available–if you need software to handle your business, contact Sales to help set you up when you are ready

ClickUp customer ratings

• G2 : 4.7/5 (6,700+ reviews)
• Capterra : 4.7/5 (3,600+ reviews)

Custellence is a customer journey mapping tool that helps teams and organizations understand and improve customer experiences. With its simple drag-and-drop functionality and real-time collaboration features, Custellance lets users create customer journey maps in minutes, get buy-in from stakeholders, increase customer engagement, and drive customer-centered change.

Custellence best features

• Unique image collection
• Flexible journey map structure
• Curated icons
• Broad color palette
• Multiple templates for a quick start
• Enables export to PNG, CSV, or PDF versions
• Commenting feature for seamless collaboration
• Ability to choose your preferred code system

Custellence limitations

• Text updates sometimes take a while
• No free offer to create customer journey maps from templates

Custellence pricing

• Standard : $0 
• Professional : $30/month per user
• Enterprise : Custom pricing

Custellence ratings & reviews

• G2: 4.2/5 (5+ reviews)
• Capterra: 4.3/5 (10+ reviews)

Smaply is one of this list’s top customer journey mapping tools because it helps create visually appealing journey maps and facilitates customer feedback tools for real-time online collaboration.

On Smaply, teams can collaborate on different maps, exchange customer feedback and visualize customer experience insights.

Smaply best features

• Online and offline collaboration features with an intuitive interface
• Drag and drop editor for detailed journey maps
• GDPR compliant
• High data security
• No credit card required

Smaply limitations

• Not enough persona templates
• No rewind button

Smaply pricing

• Free: 0 eur/month per user
• Basic: 19 eur/month per user
• Pro: 29 eur/month per user
• Enterprise: Contact Smaply for pricing

Smaply ratings & reviews

• G2: 4.6/5 (10+ reviews)
• Capterra : 4.4/5 (15+ reviews)

Lucidchart is an intelligent diagramming software that can create customer journey and stakeholder maps. It allows teams to efficiently and collaboratively build visual presentations of complex processes , systems, and ideas.

With Lucidchart, you can easily create journey maps to understand how customers find, buy and use your products – and improve them to capture more revenue.

Lucidchart best features

• Data linking
• Auto-visualization
• Integration options like Google Workspace, Atlassian, Slack, and more.
• Visualization filters to highlight specific customer journeys
• Automatic cloud documentation to save and share customer personas

Lucidchart limitations

• Sometimes lags when working on large, complex diagrams with multiple elements
• Steep learning curve, unlike many alternatives
• Low-resolution exports
• Some users’ pain points are with the limited brand icons, images, and shapes to illustrate user journey maps
• Importing external graphics is complicated and sometimes impossible

Lucidchart pricing

• Individual: $7.95/ month per user
• Team: $9/month per user
• Enterprise: Contact Lucidchart for pricing

Lucidchart ratings & reviews

• G2 : 4.6/5 (2300+ reviews)
• Capterra: 4.5/5 (1900+ reviews)

Check out these Lucidchart alternatives!

Visual Paradigm is a suite of agile project tools for boosting productivity. The platform offers visual modeling and diagramming features that can be used to build journey maps and gain insight into customer emotions as they interact with your brand.

Visual Paradigm has several diagram types for conducting user research and building more precise visual representations of customer behaviors and journey maps.

Visual Paradigm best features

• Customer experience design tool
• Process map designer to highlight customer touchpoints
• Online diagram tool for detailed customer and stakeholder maps
• Report generation for customer journeys
• Textual analysis
• Mind mapping tool for customer journey maps
• Project publisher
• Infographics and diagram maker
• Drag-and-drop diagram editor for simple journey mapping

Visual Paradigm limitations

• Diagram connections can be complicated for some when building customer journey maps
• Some users found the app’s shortcuts sometimes don’t work
• Lacks some of the collaborative features users are looking for

Visual Paradigm pricing

• Modeler: $6/month per user
• Standard: $19/month per user
• Professional: $35/month per user
• Enterprise: $89/month per user

Visual Paradigm ratings & reviews

• G2: 4.5/5 (2+ reviews)
• Capterra: 4.2/5 (15+ reviews

UXPressia is a visual collaboration software for creating not just customer journey maps but user personas and impact maps as well. The software enables real-time collaboration and offers customer experience courses to help individuals and teams perform better.

UXPressia best features

• High-quality exports with custom branding
• 70+ customer journey maps, personas, and impact map templates
• Interactive online courses
• Online persona creator to highlight pain points
• Experience graph
• Integrated web analytics to detail the customer experience
• File attachments
• Presentation mode to display journey maps online

UXPressia limitations

• Some users felt constrained by limited features and unintuitive workflow
• No Jira or Confluence integration can make it difficult for users with that software in their workflow
• Steep learning curve for some users creating customer journey maps

UXPressia pricing

• Starter : $16/month per user
• Pro : $36/month per user
• Enterprise : Contact UXPressia for pricing

UXPressia ratings & reviews

• G2: 4.4/5 (10+ reviews)
• Capterra: 4.7/5 (70+ reviews)

Sketch enables users to create different designs for their projects. With its robust features, like copy and paste, image editing and adjustments, library management, and more, Sketch can build journey maps across customer touchpoints.

Recently, the journey map company introduced an experimental feature menu for users to try unreleased features and share feedback before launch.

Sketch best features

• Available on multiple platforms – MacOS and web
• Advanced vector editing with its mapping tool
• Reusable design templates
• Intuitive prototyping
• Shared libraries
• Solo design or real-time collaboration
• Customizable toolbars

Sketch limitations

• Mapping tool is not available on iPad, which makes it tough for on-the-go Mac users
• It takes time to learn the full of the journey mapping capabilities
• Doesn’t work on Windows devices

Sketch pricing

• Standard: $12/month per editor
• Business: $20/month per editor

Sketch ratings & reviews

• G2 : 4.5/5 (1,100+ reviews)
• Capterra : 4.6/5 (750+ reviews)

Figma is a collaborative interface design software famous for its prototyping capabilities. With Figma, individuals and teams can create designs from scratch, including customer journey maps that can be used to visualize and improve customer satisfaction.

This customer experience and journey mapping tool stands out in this list because it offers a whiteboarding function for freehand wireframing and designing. Figma is targeted at user interface/experience (UI/UX) design rather than customer journey mapping, unlike many other tools on this list.

Figma best features

• Modern pen tool
• Plugins for automating tasks and improving workflows
• Flexible styles
• Accessible libraries
• Unlimited viewers
• Easy export to share the customer experience with your team

Figma limitations

• Not available offline, which can be difficult if you’re traveling where there’s spotty wifi
• It can be difficult to find resources in the community section
• Some users felt there weren’t enough image manipulation options—especially when creating customer journey maps

Figma pricing

• Figma professional : $12/month per editor
• Figma organization : $45/month per editor

Figma ratings & reviews

• G2: 4.7/5 (800+ reviews)
• Capterra: 4.7/5 (600+ reviews)

One of the leading UX tools for web design workflows , FlowMapp allows individuals and teams to create and iterate sitemaps. It also offers features that track the status and comments/ongoing conversations about each design.

FlowMapp’s design functionalities come in handy for customer experience management, journey mapping, and the creation of customer personas.

FlowMapp best features

• Intuitive sitemaps for visualizing team workflows
• Flowchart diagrams for user journey and website planning
• User flow diagrams for planning a better customer journey and improved user experiences
• Ability to share, transfer, or archive projects or customer experience logs
• Drag and drop interface

FlowMapp limitations

• Inflexible nodes and templates compared to alternatives
• No separate input field specifically for search engine results page (SERP) information
• Some users struggled to navigate between projects
• Not enough integrations for some journey mapping tool users

FlowMapp pricing

• Pro : $18/month per user
• Team : $54/month for up to five team members
• Agency : $180/month for an unlimited number of team members

FlowMapp ratings & reviews

• G2: 4.7/5 (80+ reviews)
• Capterra: Unavailable

Microsoft Visio uses stencils, premade templates, starter diagrams, and flowcharts to help customer journey managers and individuals looking to create easy-to-understand visuals.

With Visio, you can create, edit, and collaborate in Microsoft Teams and other Microsoft products.

Microsoft Visio best features

• Built-in templates for flowchart creation
• Organization chart
• Export and import functionality
• Highly customizable diagrams and graphics

Microsoft Visio limitation

• Difficulty with linking elements and sharing large files
• Limited collaboration options
• Does not integrate well with various wireframe programs
• Incompatible with tools outside the Microsoft Suite

Microsoft Visio pricing

• Visio plan 1: $5/month per user
• Visio plan 2: $15/month per user

Microsoft Visio ratings & reviews

• G2: 4.2/5 (600+ reviews)
• Capterra: 4.5/5 (3000+ reviews)

Customer journey mapping software is indispensable for businesses that want to enhance their customer experiences. When selecting a customer journey mapping software, it is crucial to consider the following:

• Multi-channel journey mapping : Your customer journey mapping software should support multi-channel mapping, allowing you to capture and analyze interactions across different channels, including websites, mobile apps, social media, physical stores, call centers, and more.
• Data integration and automation : Look for software that seamlessly integrates with other data sources, such as CRM and project management systems, marketing automation platforms, or analytics tools. This integration lets you gather real-time data and automate the mapping process, saving time and improving the accuracy of the information.
• Collaboration and sharing features : The software should facilitate collaboration among team members, allowing them to work simultaneously, leave comments, and track changes.
• Analytics and metrics tracking : Look for customer journey maps with built-in analytics and metrics tracking capabilities to measure the effectiveness of your customer journey initiatives. It should allow you to set and track key performance indicators (KPIs) related to customer experience and other relevant metrics.
• Scalability and flexibility : You want journey mapping tools that can manage large datasets, support complex customer journeys, and adapt to changing business needs. Look for customizable features that allow you to tailor the software to match your specific requirements, ensuring flexibility and long-term usability.
• Customer support and training : Evaluate the level of customer support and training the software vendor provides. That includes assets like comprehensive documentation , tutorials, and training resources to assist users in maximizing the software’s potential. 

A customer journey mapping tool with the right blend of these features will help you gain valuable customer insights, improve user satisfaction, and drive sustainable business growth.

ClickUp—Your Best Customer Journey Mapping Software

ClickUp is the best customer experience management and journey mapping software out there. It’s like having a super-smart assistant who knows your customer’s ins and outs.

Say goodbye to the headache of manually organizing customer data, and hello to a tool that makes your customer analytics process so much easier.

Try ClickUp’s customer journey map template today .

Questions? Comments? Visit our Help Center for support.

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Blog / Journey Tools

11 Customer Journey Mapping Tools to Navigate & Analyze User Experiences

• February 29, 2024

Table of Contents

Understanding your customers can be challenging when dealing with a vast amount of unstructured data.

On average, businesses source their customer data from 28 different channels and house it in 17 different applications. This data may help to gain insights about their customer experience and meet their expectations, but a lack of control over siloed data fails to serve the purpose.

That’s where data visualization comes into play.

Using customer journey mapping tools, you get a comprehensive view of how your customers interact with your brand and identify the different touchpoints and conversion paths they take to convert. More importantly, you can put all your collected customer data into use by visualizing it into customer journey maps without having to navigate through different platforms.

We’ve compiled a list of 11 customer journey mapping tools to help you get started and create the most accurate and data-backed maps to help with your marketing decisions.

Key Takeaways

Optimize the customer journey with real-time analytics

Visually understand the customer journey from start to finish- and how it can be improved

1. Funnelytics

Funnelytics is a customer journey mapping tool that uses whiteboard technology to help you draw your entire customer journey on a canvas.

“ I am able to show my clients exactly how their funnel will look in a clean visual way. This is a great sales tool. ” – Sam K .

Integrations with top analytics software allow for real-time, in-depth sales funnel data on an intuitive drag-and-drop interface. You can present this data visually to your clients and stakeholders with ease, which is very handy for agencies.

Even better, using funnel simulations, you can forecast the results of your funnel plan before implementing it. This allows you to test out the probability of success vs failure for every approach you take, and an opportunity to optimize for best results.

The learning curve to start with Funnelytics can be a little steep for people who are new to creating visual maps to track and understand customer journeys. This is why our team created a great resource in our vault of funnels (essentially templates.) You can import these funnels into your builder easily, which will jumpstart your project whether you’re a beginner or a visualization veteran.

Moreover, you’ll enjoy our onboarding process, where we help you get acquainted with the tool while also offering clients optimization workshops and same-day support to get you unstuck whenever you need.

“ Tracking multiple traffic sources across multiple domains is not easy. This is why I use Funnelytics. ” — Quentin P.

Understand your user flow with Funnelytics

We help performance-driven marketing teams plan and improve the customer journey at every level

Pricing : $199–$999 per month

Key features :

• Highly intuitive.
• Easy-to-use interface with visual drag-and-drop features for easy mapping and customer journey tracking .
• The traffic explorer feature allows you to map backward.

Smaply is a customer journey mapping platform that allows you to centralize and digitize your customer experience insights. Its simple drag-and-drop features help you visualize different types of data to review your customer experience and identify key friction points.

You can see a lot of customer data at once in Smaply, because it displays multiple channels and customer journeys simultaneously. This allows you to show the differences between the two tracks for better decision-making.

Smaply also offers customizable templates that can be duplicated and re-used and collaboration features, which allow sharing of customer journey insights to the team in real-time.

A downside to Smaply is that its users find the cost on the higher end compared to the features it offers, which can be off-putting for those with tighter budgets.

Pricing : $0 – $29 EUR per month, offers custom pricing

• Simple drag-and-drop editor
• Feedback mode and sharing to help with collaboration
• Customizable templates

3. Custellence

Custellence allows you and your team to collaborate and combine your customer journey efforts into a single dashboard. It helps you create your customer journey map in minutes, which allows you to present a strong customer case and get a buy-in from stakeholders.

With Custellence, you can create elaborate customer journey maps, easily share them with your teams, and collaborate with them on your workspace. Like Smaply, it offers a stack of templates you can adapt and tailor for your own purposes.

However, when it comes to adapting the tool for more complex journey maps, many users find it difficult to apply customer journeys for different use cases.

Pricing : $0 to $34 per member per month, offers custom pricing

• Churn management
• Intuitive, lane-based interface,
• Flexible map structure

4. UXPressia

UXPressia is more of an all-in-one tool that helps you create customer journey maps, user personas and impact maps—that means all your customer experience assets stay in one place. See statuses, tags, and ownerships of each journey map you create and visualize everything from the big picture to the micro journeys.

This makes it easier to align your team and stakeholders from different parts of your organization for better collaboration. You can create designer-quality journey maps and tweak them to present to different people, which can save you a lot of time and effort.

Moreover, you can embed website, product, or service prototypes, marketing presentations, survey results, etc. into your journey map so you don’t leave out any crucial information.

Given the vast variety of features UXPressia offers, it can be a little clunky and complex, which often bugs users looking for simpler solutions.

Pricing : $0 to $36 per user per month, also offers custom pricing

• 100+ free customer journey mapping templates
• User roles and teams for access control
• Version history
• Branding elements to help you stay on brand always

5. Lucidchart

Lucidchart is a visual whiteboard tool that allows teams to collaborate seamlessly—from initial ideas to successful delivery. This tool’s user-friendly interface and diverse tools make it easy to create diagrams.

Unlike tools like Funnelytics, it’s not specifically designed for mapping customer journeys around marketing and sales funnels. It’s more of a general intelligent diagramming tool that helps you assemble funnel maps, customer journeys, and flow charts.

However, that makes it suitable for any team for different purposes—the marketing team can create elaborate funnel maps while the design team can create flowcharts for their processes.

As a general-purpose tool, Lucidchart lacks several advanced features compared to its competitors, making it less of a versatile option for users looking for high-end functionalities.

Pricing : $0 to $9 per user per month, also offers custom pricing

• Virtual whiteboard to bring your ideas to life
• Intelligent diagramming to visualize complex data
• Cloud visualization to optimize your cloud environments

Figma is more of a general-purpose design tool that has different modes with different purposes—development, design, whiteboard, and prototyping—all in one platform. It’s mainly an all-in-one tool for product teams to create, test, and ship better products faster and more efficiently.

While the prototyping mode helps you create realistic prototypes to test the interactive experience before launching, the FigJam (whiteboard) is the one you can use to create your customer journey mapping while collaborating with your team on an intuitive interface.

However, one of the limitations of this tool is the lack of advanced prototyping features, which can be a challenge for those looking to build complex customer journey maps.

Pricing : $0 to $75 per editor per month

• Easy collaboration allowing brainstorming and working on complex workflows.
• Open sessions that allow you to invite anyone for 24 hours.
• Live audio calls on the board.
• Timer and voting options.

Miro is a multi-purpose online collaborative whiteboard that can be used to build funnel maps, plan marketing campaigns, develop a roadmap, and more.

It allows distributed teams to come together, work on a common goal and manage the processes throughout different lifecycle stages.

The interactive and easy-to-use whiteboard platform allows you to strategize new initiatives while considering your customers’ needs and designing customer-centric solutions.

Miro offers six core capabilities to help you with a layout to get started under different scenarios such as process mapping, workshop collaboration, product development workflows, etc. However, users find it difficult to follow through, considering its vast range of features and workflows.

Pricing : $0 to $16 per user per month, custom pricing also available

• Miro Assist to help you automatically generate mind maps, diagrams, and codes for you.
• Multiple solutions include mind mapping, flowcharts, wireframing, process mapping, technical diagramming, and more.
• Easy to collaborate

8. Visual Paradigm

Visual Paradigm is a development tool suite consisting of design, analysis, and management tools to help you manage your projects. Its customer journey mapping tool allows you to study customer experience and illustrate customer relationships with your brand.

The interface you get on creating a new customer journey map isn’t very intuitive, and some might find it pretty basic compared to other tools mentioned in this list. However, fewer features and simplicity mean the tool is easy to learn and grasp, and you can create simple customer journey mapping within minutes.

Pricing : $6 to $89 per month

• Visual modeling
• Business analysis and design
• Drag-and-drop editor

Sketch is another multi-purpose collaborative tool like Miro that markets itself as the complete design platform. It’s available as a web app and a Mac app. While you can build websites, icons, apps, illustrations, and design systems using Sketch, you can use its prototyping feature for customer journey research and mapping.

It comes with a powerful vector editor and built-in prototyping, so it’s easy to create stunning journey maps. It also allows you to collaborate with your team using its workspace feature, where you can share designs and prototypes and offer feedback.

Since it’s not specific to customer journey mapping or sales funnel, many advanced features are lacking. To get started, you’ll need to build your journey maps from scratch without the support of dedicated templates.

Pricing : Starting from $10 per month

• Powerful vector editing
• Easy, intuitive prototyping
• Shared Libraries, styles, and components
• Reusable design templates

10. Flowmapp

Flowmapp is a UX design platform popular among startups, agencies, designers, developers, and other teams. Though it’s specifically designed for end-to-end website design and development, it can be easily used for creating customer journey maps with its prototyping and wireframing features.

Using its pre-made templates, workspaces, and collaboration features, you can create stunning customer journey maps while keeping everyone on your team on the same page.

One of the main drawbacks of this tool is that it doesn’t offer a customization feature for adding specific elements to the journey map. For example, information from the SERP will be added as a text block, not a screenshot.

Pricing : $0 to $126 per month

• Visual sitemaps
• Prototyping tools with many templates
• Import and export diagrams

11.  Microsoft Visio

A diagram and flowchart tool by Microsoft, Visio helps you visualize your ideas with dozens of ready-to-use templates and thousands of customizable shapes. You can either choose to purchase Visio directly or get it as part of your Microsoft 365 subscription.

You can create flowcharts, org charts, floor plans, network diagrams, customer journey maps, and more with Visio and its simple user interface. You get all the latest diagramming features such as layers, containers, validation reports, shape sheets & drawing explorer, which allows you to create elaborate journey maps.

Some users find the pricing more costly than its competitors, which can affect those with budget constraints.

Pricing : $5 to $530 per month

• Easy to set up and use
• Workflow automation
• Comprehensive template library

How to choose the right customer journey mapping tool

With these many options, making a choice can be overwhelming. You need to consider your business requirements and the following factors.

• Visual/design capabilities : You should be able to design your customer journey maps in the way you desire—be it flowcharts, value ladders, or elaborate mindmaps.
• Intuitive/easy-to-use platform : You and your team should find it easy to navigate through and put the tool to proper use for creating and analyzing journey maps.
• Collaborative capabilities: The tool should allow you to invite your team members to collaborate and leave comments and feedback.
• Integrations with other tools : You need a customer journey mapping tool with integration capabilities to collect data from multiple platforms.
• Templates : You also need multiple templates to save time on creating maps.
• Customer pain point and journey optimization analytics: Your tool should offer detailed insights into the friction points in the customer journey. For example, in Funnelytics, you can analyze page insights in an elaborate form, which acts as an excellent heatmap alternative .
• Segmentation features : You should be able to segment journey maps into different groups based on the journey stage, touchpoint, channel, etc.
• Customer success team powered by experts : Access to customer support whenever you’re stuck is an absolute must.

Map your customer journey with real-time data

Customer journey mapping is a fun and extensive process that offers great insights into customer behavior and thought process, and Funnelytics is an excellent choice for a mapping tool.

We’ve put it as number one on the list because it connects whiteboarding technology to the user’s data. This allows you to map customer journeys, visually see how well they perform using split testing across the customer journey , and identify what portions of the journey or product to optimize. Moreover, it’s excellent for visual learners—you can visually see how people get to their site, move across pages, and where they drop. This allows for continuous improvement.

Funnelytics also has:

• A thorough onboarding process
• Customer journey experts who host optimization workshops
• Same-day support, as well as weekly live sessions where users can ask platform or strategy questions.

Learn more about customer journey tracking through Funnelytics’ blog , or get started today .

Implement your ideas faster with Funnelytics

Our visual platform makes it easy to see where customers need the most help in their journey

● What does customer journey mapping software do?

● what features do you need in a customer journey mapping software, ● why is a customer journey visualization platform a must-have.

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Sales Funnel vs. Customer Journey: What are the Differences?

Cracking the Code: Funnel Reporting for Marketers

The Customer Lifecycle Journey: What it is and How to Use it to Create Repeat Customers

9 Best Funnel Tracking Software Tools to Streamline Your Sales Success

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Looking for practical customer journey analytics examples to inspire your own strategy? You are in the right place!

This guide discusses how customer journey analytics can help you understand customer interactions with your business.

It will also dive into examples that can help you improve your customer journey based on insights into your customer behavior.

• Customer journey analytics means ensuring your customers enjoy the best possible customer experience across every touchpoint.
• Customer journey analytics informs the customer journey map, while customer journey mapping visualizes the customer experience.
• The benefits of customer journey analytics include improved customer experience, increased customer satisfaction , retention, and customer lifetime value .
• To take advantage of customer journey analytics for your business, collect customer data from multiple channels, including customer feedback surveys and web analytics.
• Create customer journey maps to outline the challenges and expectations of your customers.
• Use data analytics tools to analyze customer journeys and spot patterns in user behavior.
• Act on the collected data to improve user sentiment .

Here are 8 insightful customer journey analytics examples that can improve your operational efficiency:

• Funnel analysis to identify drop-offs in different customer journey maps .
• Path analysis to understand the best path to activation .
• Heatmaps to analyze feature adoption .
• Product trend analysis to improve engagement .
• Individual user analytics to get granular insights into customer interactions .
• Cohort analysis to understand customer retention drivers .
• Path analysis to identify the happy path .
• Segmentation to identify upsell and cross-sell opportunities .
• Userpilot is a powerful customer journey analytics platform that can improve your customer journey. Book a demo !

Try Userpilot and Take Your Customer Experience to the Next Level

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What is customer journey analytics?

Customer journey analytics is the process of tracking customer interactions across various channels over time to measure how their behavior impacts business outcomes.

The data can help you understand what customers experience from the moment they learn about your product , even beyond the point of purchase. You can also use customer journey analytics to understand the effect of each interaction and improve the user experience at each touchpoint .

Customer journeys analytics vs customer journey mapping

Customer journey analytics and customer journey mapping are related processes that can help improve your customer experience and enhance retention . However, there are also several differences.

Customer journey mapping helps companies visualize their customer experience. It also helps organizations discover every interaction that the ideal customer has with the business, so you can identify their motivations as well as the obstacles they face through each step of the journey.

On the other hand, customer journey analytics informs the customer journey map. It tells organizations if there are friction points in the customer’s journey and helps identify opportunities for improvement .

Benefits of customer journey analytics

Leveraging customer journey analytics has several important benefits that ultimately help you drive business growth .

Here are some of the specific benefits of customer journey analytics in more detail:

• Improve customer experience : Visualizing the user journey can help you detect bottlenecks customers might face with your product. With these insights, you can continuously improve the user journey , reduce friction , and enhance customer experience.
• Improve customer satisfaction : Analyzing customer interactions will reveal pain points in the customer journey, so you can address them. This will ultimately improve customer satisfaction .
• Increase the customer lifetime value : Satisfied customers stay with your brand longer and even expand their accounts by investing in upsells and cross-sells, ultimately leading to a higher lifetime value .

How to use customer journey analytics

Now that we have discussed the benefits of customer journey analytics, let us take a look at how to set things in motion.

Collect customer data from multiple sources

The data that feeds into your customer journey analytics should come from various channels.

Customer feedback surveys , web analytics, product usage data, reviews, and social media comments, are some of the best sources of customer data.

You will likely need a dedicated tool to capture customer behavior throughout the journey.

For example, you may need a user feedback tools that enable you to collect direct input from users or an analytics tool that allows you to track user interactions in your web app.

Map out the entire customer journey

While all your customers may use the core features of your product, they have different needs and expectations.

Create user personas that depict customers’ actions, the touchpoints they interact with, their thought process, their feelings, and solutions to their pain points .

With this detailed customer journey map, determine the resources you have and those you’ll need to create the perfect customer experience for each persona.

Take your journey mapping one step further by trying it out yourself. This will reveal where customers may experience roadblocks and drop-offs .

Analyze customer behavior data to spot patterns

Use data analytics tools to analyze your collected data.

This way, you can spot trends in their behavior and understand the drivers of positive and negative experiences.

You will be able to make informed decisions that help you address the changing demands of your customers.

Act on data to improve customer satisfaction

The final part of the customer journey analytics process is to act on the insights gained. Address issues in order of priority, focusing on the most common or vital issues first, to improve user sentiment .

For example, if you notice that most users are struggling to use a feature, trigger a tooltip to guide them through the process and drive adoption .

8 insightful customer journey analytics examples

Customer journey analytics will help you understand the impact of the sub-journeys that make up the entire customer journey.

Let us take a critical look at practical examples that can help you create successful journeys for your customers.

1. Use funnel analysis to identify drop-offs in different customer journey maps

Funnel analysis lets you keep track of your customers’ progress through different stages of the journey. With it, you can identify drop-off points and then investigate them to determine where obstacles lie in the user experience .

Combining funnel analysis with session recordings or interviews will help understand why users are dropping off.

Done right, funnel analysis will help you make data-driven decisions and optimize your strategy to serve customers better.

2. Use path analysis to understand the best path to activation

Since the customer journey does not always follow a linear path, funnel analysis isn’t a suitable method in many situations.

This is where path analysis comes in. It allows you to choose a starting point and examine the steps users take to (or from) that point to achieve a goal.

In UX design , path analysis is most commonly used for identifying the happy path , aka the path with the least friction.

3. Use heatmaps to analyze feature adoption

Heatmaps are usually used to reveal what works or doesn’t work on a website.

But you can also track UI clicks on page elements like images, buttons, and links when combined with other analytics functionalities such as UI element tagging.

You can also use heatmaps to track hovers which can help you identify features that receive the most and the least attention from visitors.

After collecting this type of data, you can, for example, use in-app messages to draw attention to features with low engagement.

4. Use product trend analysis to improve engagement

Monitoring and analyzing your product trends will help you spot issues quickly, address them, and improve customer retention.

For example, you may see a behavior pattern of users constantly engaging with a specific feature but not completing the workflow associated with it.

After identifying this trend, you can then employ different qualitative research methods to identify what exactly is blocking users.

5. Use individual user analytics to get granular insights into customer interactions

Tracking customer journeys on a user level can help you learn more about each user persona , and understand their specific challenges, behavior patterns, and sentiment .

Understanding the motivations and emotional drivers of individual user personas will help you optimize your products and messaging to be aligned with their needs.

It can also represent mental anchors that help your product team make informed design decisions.

6. Use cohort analysis to understand customer retention drivers

Cohort analysis can help you learn how different user segments interact with your products and identify which features make users stick .

Then, you can use insights from this data to promote these killer features to other similar segments in your user base.

Analyzing cohorts can also give you insights into how long users continue engaging with your product after the initial point of purchase. This will help you identify users who are close to dropping off and take action to win them back.

7. Use path analysis to identify the happy path

Examine all the existing paths users take inside your product and identify the one with the least drop-off rates.

Document the sequence of events involved in achieving successful outcomes to understand the process that helps users complete their goals.

Continue monitoring the process to identify areas for improvement in your happy path and optimize it further to improve conversions .

8. Use segmentation to identify upsell and cross-sell opportunities

Segmentation lets you group users with similar characteristics.

For instance, with segmentation, you can identify your power users who are ready for upsells and cross-sells.

Then, you can send personalized in-app messages that resonate with each user group to drive account expansion.

4 Best customer journey analysis tools

Customer journey analytics tools can help you gain actionable insights that enhance decision-making.

Here are four of the best customer journey analysis tools for collecting and analyzing different types of data.

Userpilot – best customer journey analytics solution for web apps

Userpilot is a no-code product growth platform that enables product teams to track and improve key growth metrics . It can also help teams gain granular insights into user behavior at all stages of the customer journey.

Some of Userpilot’s analytics functionalities include:

• Feature tags : This feature allows you to track the engagement of specific UI elements of your SaaS app. You can track the clicks, hovers, and text inputs and see how customers interact with the features of your product.
• Custom events : The custom events feature lets you group multiple events into a single group. Once the specified events occur, the custom event will match. With this feature, you can track the completion of vital workflows and optimize them.
• Analytics dashboards : Userpilot offers powerful and intuitive dashboards that display the most important metrics and data in one place. You can track popular pages and features, trends, top interactions, adoption rates , browser preferences, time to value , and much more.

Userpilot has three pricing tiers – Starter, Growth, and Enterprise, with the cheapest being $249/month if paid annually.

Pendo – best for collecting customer journey data for mobile apps

Pendo is a product analytics platform that helps product teams monitor product usage, analyze user behavior, and make data-driven product decisions.

The platform has a free plan that offers product analytics tools, as well as paid plans (Growth and Portfolio) that serve organizations with a single product and those with multiple products.

Hotjar – best for heatmap data analytics

Hotjar is a user behavior analytics tool that lets you see how users engage with your website with interactive heatmaps. This information can help you optimize your product/service for improved retention.

Hotjar’s pricing comprises a free plan and two paid plans (Plus and Business) that let you view all your data in one dashboard.

Google Analytics – best for analyzing customer journeys across websites

Google Analytics is a web service that lets you measure user actions on apps and websites and gives you the tools to better understand the pain points of your customers.

There are two plans: a free one and a paid one known as Google 360.

As user needs continue to evolve, customer journeys are getting increasingly complex. It is essential, therefore, that you start laying the foundation for a solid customer journey today.

Book a demo today to find out how you can create a delightful customer journey analytics journey with the right customer experience initiatives.

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Blog Customer Experience

Top 10 Customer Journey Analytics Tools of 2024

2 January 2024

10 min read

Table Of Contents

• What is customer journey analytics
• SurveySparrow
• HubSpot Marketing Hub
• Experience Cloud
• Salesforce Journey Builder
• SAS Customer Journey Analytics
• Contentsquare

Understanding customers can be tricky, but customer journey analytics tools are here to help. They show you how customers interact with your business. This blog is about the ten best tools you can use in 2023 to improve your customer experiences.

What is Customer Journey Analytics?

Before we start, let’s understand what customer journey analytics is. Simply, it’s a way to see how your customers interact with your business. It uses data to show you what your customers want.

Now, let’s look at the top 10 customer journey analytics tools.

• Adobe Experience Cloud

1.SurveySparrow: The All-in-One Power House

SurveySparrow is a comprehensive tool that allows you to collect and interpret customer data efficiently. It’s as if you have an assistant that can predict customer needs. With its real-time analytics, intuitive interface, and multi-channel survey distribution, you’re well-equipped to handle any customer insights that come your way.

Notable Features of SurveySparrow

• Comprehensive Customer Insights : SurveySparrow offers in-depth insights into customer behaviors, preferences, and pain points, painting a complete picture of the customer journey.
• Easy-to-Use Interface : The tool’s user-friendly interface enables easy creation, distribution, and analysis of surveys, allowing you to focus on data interpretation.
• Real-Time Analytics : Real-time data analysis is key for adapting quickly to changes in customer behavior and expectations. SurveySparrow provides instant insights for swift, data-driven decisions.
• Omnichannel Distribution : This tool reaches customers wherever they are – email, social media, or your website, ensuring a wider reach and more comprehensive data collection.
• Advanced Reporting and Visualization : With graphical data representation, SurveySparrow helps identify patterns, trends, and correlations easily, simplifying decision-making processes.
• Robust Integration Capabilities : SurveySparrow integrates seamlessly with various tools and platforms, offering a unified view of the customer journey.
• Scalable Solutions : Suitable for businesses of all sizes and across industries, SurveySparrow offers flexible pricing plans and customizable features that can adapt to your business needs.
• Pricing : Starting from $19/month, Surveysparrow’s Basic plan caters to individual needs. For smaller groups, the Essentials plan is available at $49/month. Mid-sized firms can opt for the Business plan at $99/month, and the Enterprise plan offers bespoke solutions for large-scale corporations.

Additionally, SurveySparrow provides a complimentary, feature-limited version. A free trial is also offered for users wanting a test run.

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2.HubSpot Marketing Hub: Simple & Sleek Marketing Platform

HubSpot Marketing Hub is a leading, all-in-one marketing platform that empowers businesses to grow without compromise. Renowned for its simplicity and effectiveness, the platform is designed to streamline marketing efforts, enabling businesses to seamlessly attract, engage, and delight customers.

Notable Features of HubSpot

• All-in-One Platform : HubSpot consolidates all marketing channels into one platform for a comprehensive view of the customer journey.
• Powerful Analytics : It offers robust analytics capabilities for tracking customer engagement across various touchpoints.
• Advanced Segmentation : Businesses can personalize campaigns by segmenting their audience based on demographics, behaviors, or customer journey stages.
• CRM Integration : HubSpot integrates seamlessly with its CRM, ensuring a complete understanding of the customer journey.
• Automation Capabilities : The platform’s automation features guide customers along their journey, providing relevant information at the right time.
• Customizable Reporting : HubSpot allows for tailored reporting focused on the metrics that matter most to a business.
• Scalability : HubSpot Marketing Hub is scalable, accommodating businesses of all sizes.
• Pricing : This platform has four pricing plans: Free: $0 per month Starter: $50 per month (includes 1,000 contacts) Pro: $890 per month (includes 2,000 contacts) Enterprise: $3,200 per month (includes 10,000 contacts)​

3. Experience Cloud: Creativity Meets Analytics

Adobe Experience Cloud offers a creative approach to understanding customer interactions. It provides a full view of the customer journey across all touchpoints, creating interactive and customized visualizations. This platform seamlessly integrates with Adobe’s other cloud services, enhancing your analytics capabilities.

Notable Features of Adobe Experience Cloud

• Complete Customer View : Adobe Experience Cloud offers a comprehensive view of customer behavior across all touchpoints and channels, which is crucial for understanding the customer journey.
• Real-Time Analytics : The platform provides real-time analytics, helping businesses make quick, data-driven decisions to improve the customer experience.
• Advanced AI and Machine Learning : The tool’s AI and machine learning capabilities help predict future customer behavior, offer personalized experiences, and identify patterns and trends.
• Cross-Channel Marketing : Adobe Experience Cloud supports marketing across various channels, allowing businesses to create a seamless customer journey.
• Integration Capabilities : It integrates with various Adobe products and other third-party systems for a unified view of data.
• Content Management : Adobe’s powerful content management features help in creating engaging content to enhance the customer journey.
• Scalability : Adobe Experience Cloud is designed to accommodate businesses of all sizes, making it a scalable solution.
• Pricing : The pricing details for Adobe Experience Cloud are not publicly disclosed. Potential customers need to contact the vendor for pricing information​2.

4.Salesforce Journey Builder: User-Friendly and Insightful

Salesforce Journey Builder stands out with its ease of use and innovative analytics. It helps you map and understand the customer journey, featuring automated triggers based on customer behavior and an AI that predicts future customer engagement trends.

Notable Features of Salesforce Journey Builder

• Personalization : Journey Builder allows businesses to tailor each customer journey based on individual behaviors, preferences, and data, leading to highly personalized interactions.
• Real-Time Engagement : With its real-time capabilities, Journey Builder can trigger relevant communications based on immediate customer interactions.
• Cross-Channel Marketing : This tool supports marketing across multiple channels, including email, mobile, social, web, and more, ensuring a consistent customer experience.
• Integration with Salesforce Ecosystem : Journey Builder integrates seamlessly with the Salesforce suite, providing a holistic view of the customer journey.
• Predictive Analytics : Utilizing Salesforce’s AI, and Journey Builder can predict future customer behaviors, enabling businesses to tailor the customer journey proactively.
• Customer Journey Mapping : The tool provides an intuitive interface for mapping out customer journeys, making it easier to visualize and manage them.
• Scalability : Salesforce Journey Builder is a scalable solution that grows with your business needs.
• Pricing : The pricing starts at $400 per month for the Basic plan and goes up to quote-based pricing for the Enterprise plan:Basic: Starting at $400 per month (billed yearly)Pro: Starting at $1,250 per month (billed yearly)Corporate: Starting at $3,750 per month (billed yearly) Enterprise: Quote-based pricing​

5.Mixpanel: Data Analysis Champion

Mixpanel excels in tracking customer behavior across different touchpoints. It provides real-time data analysis, enabling businesses to respond to evolving customer needs quickly. Mixpanel’s feature, Funnels, allows you to see where your customers drop off in their journey, helping you identify problematic areas.

Notable features of ​​Mixpanel

• Behavioral Analytics : Mixpanel shines in providing detailed insight into user behaviors, allowing businesses to understand what actions customers are taking and why.
• Real-Time Data : The platform offers real-time data, enabling businesses to monitor changes in customer behavior and react accordingly instantly.
• User Segmentation : It allows businesses to segment users based on their behaviors, enabling more personalized and targeted marketing efforts.
• Event Tracking : Mixpanel’s event tracking capability provides granular insights into how users interact with your product or service.
• Predictive Analytics : Leveraging machine learning, Mixpanel can predict future customer behaviors, helping businesses to strategize and tailor their customer journey accordingly.
• A/B Testing : It also provides A/B testing capabilities, allowing businesses to experiment with different customer journey scenarios to find what works best.
• Integration Capabilities : Mixpanel can seamlessly integrate with other tools and platforms, ensuring a unified view of customer data.
• Pricing: Mixpanel has three pricing plans: Starter: Free, up to 20M monthly events Growth: $20+ per month, up to 100M monthly events Enterprise: $833+ per month, 5M-100M+ monthly events​

6.Hotjar : Best for Seamless Collaboration

Hotjar stands out as a powerful and comprehensive tool that empowers businesses to gain valuable insights into user behavior. With its robust features and intuitive interface, Hotjar has emerged as one of the best tools in the industry. From visual representations to user feedback collection and seamless collaboration, Hotjar offers everything businesses need to optimize customer journeys.

Notable Features of Hotjar

• Comprehensive Insights : Hotjar combines multiple analytics features in one platform, providing a holistic view of the customer journey.
• Visual Representation : Heatmaps and session recordings make it easy to visualize user behavior and engagement.
• User Feedback Collection : It allows businesses to collect direct feedback through polls, surveys, and feedback widgets.
• Segmentation and Filtering : The tool enables data segmentation and filtering, helping businesses understand different user segments’ behaviors.
• Collaboration and Sharing : It facilitates team collaboration by allowing insights sharing and annotations on specific sessions or recordings.
• Easy Implementation : Implementing Hotjar is straightforward by adding a code snippet to the website or application.
• Cost-Effectiveness : It offers a range of pricing plans, including a free version, making it accessible to businesses of all sizes.
• Pricing : Get in touch with Hotjar to know more about their pricing details.

7.SAS Customer Journey Analytics: Turning Insights into Action

SAS Customer Journey Analytics offers in-depth insights into customer behavior. It uses predictive analytics and machine learning to determine the likely future actions of customers. Its feature, SAS 360 Engage, delivers personalized customer interactions based on these insights.

Notable Features of Customer SAS Journey Analytics

• Comprehensive Analysis : SAS Customer Journey Analytics provides a holistic view of the customer journey by integrating data from multiple channels.
• Advanced Analytics Capabilities : It offers sophisticated techniques like predictive modeling and segmentation for actionable insights.
• Real-Time Data Processing : The tool enables businesses to analyze customer interactions in real-time, allowing timely interventions.
• Multichannel Integration : SAS Customer Journey Analytics combines data from various sources to provide a unified view of the customer journey.
• Visualization and Reporting : It offers powerful visualizations and reporting features to simplify complex data interpretation and sharing.
• Scalability and Flexibility : SAS Customer Journey Analytics can handle large data volumes and offers deployment options for different business needs.
• Customer-Centric Approach : The tool focuses on understanding customer preferences and pain points to enhance personalized experiences.
• Pricing: Please contact Customer Journey Analytics for pricing details.

8. Insider: Unified Platform for Customer Journey Analysis

Insider is a comprehensive Growth Management Platform (GMP) that uses advanced data technology to provide businesses with an understanding of their customers that’s both deep and broad. It serves as a unified platform to collect, analyze, and act upon customer data, helping organizations effectively engage their customers and drive growth.

The platform harnesses the power of machine learning and artificial intelligence not just to analyze past and present customer behavior but also to predict future actions. This enables businesses to proactively address customer needs, personalize experiences, and design strategies that are likely to resonate with their target audience.

Notable Features of Insider

• Comprehensive Analytics : Insider provides a unified and detailed view of customer behavior by integrating data from various sources and touchpoints, allowing for deep insights.
• Predictive Analytics : The platform uses machine learning and AI to forecast future customer behaviors and trends, which can inform strategic planning.
• Segmentation & Personalization : Insider enables businesses to segment their customer base into discrete groups and tailor experiences to individual behaviors, improving engagement and conversion rates.
• Multichannel Analysis : Insider allows businesses to track and analyze customer interactions across multiple channels, enabling a holistic view of the customer journey.
• Testing & Optimization : Insider supports A/B testing and other optimization techniques to continually refine the customer experience based on data-driven insights.
• User-Friendly Interface : The platform is known for its ease of use, with intuitive interfaces, clear visualizations, and extensive support resources.
• Integration Capabilities : Insider can integrate with a variety of third-party applications, making it versatile and adaptable to different business needs and existing tech stacks.
• Pricing : Insider offers a free plan, freemium plan & premium consultation plan. Get in touch with the Insider to know more.

9.Woopra: Orchestrating Smooth Customer Journeys

Woopra stands out with its end-to-end customer journey analysis solution. Its automation capabilities streamline workflows and help you manage touchpoints more efficiently. Woopra’s real-time analytics enable you to be more proactive in your customer engagement strategies.

Notable Features of Woopra

• Customer Journey Analytics : Woopra excels at tracking the full customer journey across multiple touchpoints, allowing businesses to visualize and understand the complete customer experience.
• Real-Time Analytics : Woopra provides real-time analytics, which can be crucial for businesses that need to make quick, data-driven decisions.
• Customizable Tracking : Woopra’s platform allows for customizable tracking events, so businesses can focus on the specific data that are most relevant to them.
• Segmentation : The platform provides advanced segmentation capabilities, allowing businesses to group their customers based on various factors and understand how different groups interact with their services.
• Integrations : Woopra integrates with a multitude of other tools and platforms, which can improve data collection and provide a more comprehensive view of the customer journey.
• Automated Reports : Woopra provides automated, customizable reports, reducing the amount of time businesses have to spend on data analysis and interpretation.
• Triggers and Automation : The ability to set up triggers based on customer behavior and automate actions in response can help businesses interact with their customers more efficiently and effectively.

Starting price: $79.95 per month Free trial: Available Free version: Available

10.Contentsquare : Best for Visual Analytics

Contentsquare is a powerful customer journey analytics platform known for its visual analytics, session replay, AI-driven alerts, zone-based analysis, and pathfinder analysis. It also provides insights for user experience (UX) optimization and integrates well with other tools to provide comprehensive customer journey insights.

Notable Features of ContentSquare

• ​​ Visual Analytics : Contentsquare provides visual representations of user interactions on your websites or app, such as click maps and scroll maps. This helps to illustrate where users focus their attention and where they might be getting stuck.
• Session Replay : The platform allows businesses to replay individual user sessions, providing a detailed view of the customer journey and helping to identify points of friction or confusion.
• AI Alerts : Contentsquare’s AI-driven alerts notify businesses about significant performance changes or anomalies in customer behavior patterns, allowing teams to react quickly to evolving situations.
• Zone-Based Analysis : Businesses can define specific zones on their website or app to track interaction metrics in these areas, allowing for more granular analysis of user behavior.
• Pathfinder Analysis : This feature visualizes the most common paths taken by users through a site or app, identifying the routes that lead to conversions and those that lead to exits.
• UX and Conversion Rate Optimization : By highlighting where users encounter difficulties and which pathways lead to success, Contentsquare provides actionable insights for improving user experience and conversion rates.
• Integration Capabilities: Contentsquare integrates well with various other tools, including session replay, A/B testing, the voice of the customer, and other analytics tools, enhancing its capabilities and providing more comprehensive insights.
• Pricing : Please contact ContentSquare for pricing details.

Wrapping Up

In conclusion, the arena of customer journey analytics tools has rapidly expanded, offering businesses numerous dynamic solutions to understand their customers better, optimize engagement, and ultimately drive growth.

They offer intuitive interfaces, seamless integration capabilities, real-time data processing, advanced machine learning algorithms, and customizable dashboards, making them indispensable for businesses of all sizes.

However, it’s worth noting that while these tools are undeniably powerful, they are not one-size-fits-all solutions. Each business has unique needs and should carefully consider which tool best matches its specific requirements and objectives.

Thus, the perfect customer journey analytics tool isn’t necessarily the one with the most features but the one that best aligns with your company’s goals and helps you better understand and serve your customers.

Choose the right tool today!

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Growth Marketer at SurveySparrow

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Customer Journey Analytics overview

CREATED FOR:

Customer Journey Analytics is Adobe’s next-generation Analytics solution that lets you use the power of Analysis Workspace with data from Adobe Experience Platform. It can break down, filter, query, and visualize years’ worth of data, and is combined with Platform’s ability to hold all kinds of data schemas and types. Using the Experience Data Model (XDM) , data can be uniformly represented and organized, ready for combination and exploration. Adobe Experience Platform Query Service allows you to use SQL-compatible tools and frameworks to query and manipulate all your data.

The high-level Customer Journey Analytics architecture is shown here:

Here is a video overview of Customer Journey Analytics:

https://video.tv.adobe.com/v/30090/?quality=12

Comparing Customer Journey Analytics to Traditional Adobe Analytics

Customer Journey Analytics expands the scope of Adobe Analytics by offering easy to use cross-channel capabilities and removing limitations in previous versions of Adobe Analytics. Some notable improvements are:

• Unlimited variables and events : The concepts of eVars, props, and events no longer exist. Data is primarily focused on dimensions and metrics. Datasets can have an unlimited number of unique dimensions and metrics.
• Unlimited unique values : Adobe Experience Platform is not constrained to any unique limitations.
• Alter historical data : Using Adobe Experience Platform, data can be removed or corrected.
• Cross-report-suite data : Existing implementations from multiple datasets can be combined in Platform.

The initial release of Customer Journey Analytics includes many of the features included in Adobe Analytics. For a complete list, see Customer Journey Analytics feature support .

Key use cases

Customer Journey Analytics lets you:

• See the customer in a journey context : You can view and analyze data sequentially, spanning multiple channels. Data from your call center, POS systems, and online properties can be combined into a single reporting view.
• Make insights available to everyone : Democratize data access and let more people make business decisions with data-derived insights. Anyone in the organization with responsibility for any aspect of the customer experience can make real decisions faster, based on more complete data.
• Harness the power of data science for your analysts : Customer Journey Analytics lets normal humans use data science to unlock deep insights and analysis.
• Visualize and interact with your datasets using on demand reporting : Workspace can use any dataset from Adobe Experience Platform that conforms to some basic rules.
• View non-web data : Workspace is no longer limited to a rigid definition of a ‘hit’ or ‘event’. Custom schemas allow complete control over data and definitions.
• Exert greater control over your data manipulation : Change data that you have uploaded, create datasets, and import them into Workspace. Adobe Experience Platform provides querying, extracting, transforming, and loading tools through the Experience Platform Query Service.

Prerequisites

Before you can start using Customer Journey Analytics, the following prerequisites must be met:

• Your organization has an active contract with Adobe Analytics for Select, Prime, or Ultimate with the Customer Journey Analytics add-on. If you are not sure what type of contract you have, or are not sure if you have the Customer Journey Analytics add-on, contact your Adobe Account Team.
• Your organization has been provisioned for Adobe Experience Platform.
• You can also purchase Customer Journey Analytics as a standalone product, without the need for Adobe Analytics.

Access Control

Refer to the Access Control topic.

Terminology updates

Several features in Customer Journey Analytics have been renamed, when compared to traditional Adobe Analytics, to align with industry standards. Some updated terminology includes:

• Segments are now known as ‘Filters’.
• Virtual report suites are now known as ‘Data views’.
• Classifications are now known as ‘Lookup datasets’.
• Customer attributes are now known as ‘Profile datasets’.
• Hit containers are now known as ‘Event’ containers.
• Visit containers are now known as ‘Session’ containers.
• Visitor containers are now known as ‘Person’ containers.

Other capabilities built on Adobe Experience Platform

Customer Journey Analytics is one capability among many that rely on the Adobe Experience Platform. Several other capabilities, also built on Experience Platform, let you get the most out of your data.

Adobe Experience Platform lets you centralize and standardize customer data and content from any system and apply data science and machine learning to improve the design and delivery of personalized experiences. Customer data in the platform is stored as datasets,which consist of a schema and batches of data. For more detail on the platform, see Adobe Experience Platform Architecture Overview .

From Data Ingestion to direct SQL access, several components of the Experience Platform are central to Customer Journey Analytics and complement it:

• Experience Platform Query Service : Use standard SQL to retrieve data from Adobe Experience Platform, such as Adobe solution data, customer 1st-party data, or any other Platform data. It is a server-less tool that allows you to join any datasets and capture the query results as a new dataset for use in reporting or for ingestion into Profile Service. You can use Experience Platform Query Service to build data analysis ecosystems, creating a picture of consumers across their various interaction channels. These channels might include Point-of-Sale systems, Web, Mobile, CRM systems, and so forth.
• Real-time Customer Profile :
• Identity Service

Working with data in Customer Journey Analytics:

Architecture and Integrations of Customer Journey Analytics:

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11 Best customer experience software 2024

What is customer experience software?

Benefits of customer experience management platforms, the best customer experience software platform in 2024, things to look for in a customer experience management solution, how to choose the right customer experience (cx) platform, how does yellow.ai help to reimagine customer experience management , the final thoughts, frequently asked questions (faqs).

Executive summary

Customer experience software is a critical tool for enhancing engagement and satisfaction in today’s ever-evolving business technology landscape. This blog explains the importance of customer experience management software and highlights 11 leading solutions set to dominate the market in 2024. From comprehensive journey mapping and real-time analytics to seamless integration and personalized service delivery, discover how these platforms can transform your customer interactions and drive business growth.

In a marketplace where every interaction counts, the power of customer experience software becomes evident. It is the secret sauce for businesses striving to convert every customer engagement into a stepping stone toward loyalty. The emphasis has shifted from merely tracking customer interactions to crafting memorable experiences, turning satisfied customers into advocates for your brand. As we move into 2024, the landscape of customer experience software is more vibrant than ever. It offers innovative solutions that promise to meet and exceed customer expectations .

Why is this shift critical? The numbers speak volumes: businesses focused on optimizing customer experience see significant benefits in retention and revenue. With an overwhelming 72% of companies now placing customer experience at the heart of their strategy, the message is clear. Success lies in understanding and acting on customer needs in real-time, a goal that today’s leading customer experience platforms are equipped to achieve. Read on as we explore the tools that are game-changers, ready to elevate your customer service and set your brand apart.

Related must-reads:

• 10 key customer experience (CX) trends [2024]
• 10 Essential customer experience KPIs & metrics [2024]
• Customer experience in banking: Importance, examples, and trends for 2024
• Customer experience in retail: Strategies and the future of CX

Customer experience software, often referred to as CX software, acts as the central hub for orchestrating all interactions a customer has with a business. This technology platform enables organizations to track, oversee, and optimize the customer journey across various touchpoints. It ensures a seamless and cohesive experience. A CX software helps gather and analyze data from multiple channels – whether that’s through direct communication, social media interactions, or feedback forms. It gives businesses a 360-degree view of the customer’s journey.

At its core, CX software empowers businesses to understand their customers deeply. By leveraging integrated data analytics and customer feedback, companies can identify patterns, preferences, and areas for improvement. This insight allows for the delivery of personalized experiences that address individual customer needs and expectations. Such personalization often exceeds customer expectations, fostering loyalty and encouraging repeat business.

The significance of adopting customer experience software today cannot be understated. In an era where customer expectations are continually evolving, businesses that leverage customer experience (CX) software position themselves to respond dynamically to these changes. It’s not merely about resolving customer issues but proactively enhancing the overall experience, which in turn drives growth and competitiveness. Businesses looking towards customer experience (CX) software today aim to build lasting relationships with their customers and transform one-time buyers into lifelong advocates.

Customer experience management (CEM) platforms are essential strategic assets for businesses aiming to elevate customer satisfaction and foster loyalty. By intricately weaving together data, interactions, and customer insights, these platforms offer various benefits tailored to propel businesses forward. Let’s explore the advantages of integrating a customer experience management platform into your business operations.

Enhanced understanding of customer journey

A core benefit of Customer experience management (CEM) platforms is their ability to map the customer journey comprehensively. It gives businesses a clear vision of the customer’s experience from initial contact to post-purchase. This visibility allows companies to pinpoint critical interaction points that shape the customer’s perception and identify opportunities for improvement. The impact? A tailored approach that meets customers at every turn. It ensures their journey is satisfactory and memorable, thereby increasing brand loyalty and fostering long-term relationships.

Seamless multi-channel support

In an age where customers engage across multiple platforms , Customer experience management (CEM) platforms shine by offering seamless multi-channel support. This integration ensures that the quality of service remains consistent whether a customer reaches out via social media, email, or live chat . The ability to provide a cohesive experience across various channels boosts customer satisfaction and streamlines the workload for support teams. That makes it easier to manage and respond to inquiries efficiently.

Related read: Seamless omnichannel CX: Your step-by-step guide

Operational efficiency through automation

Automation stands out as one of the most significant benefits offered by Customer experience management (CEM) platforms. By automating routine tasks such as ticket routing, response templating, and follow-ups, these platforms free up valuable time for customer service teams to focus on more complex queries that require a human touch. Automation enhances operational efficiency and also ensures customers receive timely, accurate responses. That further enhances their overall experience with your brand.

In-depth analytics for strategic insights

CEM platforms provide businesses with in-depth analytics and reporting tools that transform raw data into actionable insights. By analyzing customer behavior, feedback, and engagement metrics, businesses can make informed decisions that align with their customers’ needs and expectations. These insights are invaluable for refining customer experience strategies, optimizing service delivery, and ultimately driving business growth through improved customer retention and acquisition.

Personalization at scale

Finally, CEM platforms excel in enabling personalization at scale. By leveraging customer data and insights, businesses can tailor their interactions and services to meet the unique needs and preferences of each customer. Personalization enhances the customer’s experience by making them feel valued and understood, which is crucial in today’s competitive market. The ability to personalize at scale boosts customer satisfaction and also encourages loyalty and advocacy, which contributes to the long-term success of the business.

Pelago reimagines customer experience with generative AI powered automation

As businesses continue to navigate the complexities of customer engagement in an increasingly digital world, selecting the right customer experience (CX) software becomes paramount. The landscape of CX software in 2024 is diverse, with platforms designed to meet various needs, from analytics to engagement and integration. Here’s a look at the top contenders shaping how businesses connect with their customers.

1. Yellow.ai

Yellow.ai stands at the zenith of customer experience innovation, offering a dynamic platform that seamlessly blends artificial intelligence with human empathy. As a pioneer in AI-driven customer engagement and customer service automation , Yellow.ai empowers businesses to deliver personalized, conversational experiences across various channels. With its robust features, including AI-powered chatbots and voice agents, omnichannel integration, LLM-powered email automation , and real-time analytics, Yellow.ai transforms every customer interaction into a delightful journey, driving loyalty and growth. The platform’s unique ability to understand and adapt to customer needs ensures that businesses can offer a proactive, rather than reactive, customer experience.

• Omnichannel agility: Effortlessly connect with customers across any platform, from email, voice interaction, and social media to web chat, ensuring a unified and coherent customer journey.
• AI-powered insights: Leverage cutting-edge AI to glean insights from customer interactions, enabling personalized experiences at scale.
• Automated efficiency: Streamline customer service operations with intelligent automation, from customer queries to feedback collection, enhancing responsiveness, experience, and satisfaction.

Success stories

Indigo boosts customer satisfaction

Learn how Indigo boosts customer satisfaction to 87% with AI automation

Hyundai boosts revenue and improves customer service with AI automation

Explore how Yellow.ai’s automation led to ~1000 car sales, a 10% retail conversion rate, and over 1.4 million user impressions

Pelago reimagines customer experience with generative AI powered conversational AI agents

Within a mere six weeks of going live, Pelago not only onboarded over 5,000 users but also achieved a striking 50% deflection rate!

2. Help Scout

Focused on fostering genuine connections, Help Scout provides tools that facilitate humanized and direct conversations with customers. Its simplicity and efficiency make it a favorite among businesses aiming to elevate their customer service game without compromising on the personal touch.

Zendesk is synonymous with comprehensive customer support, offering a powerful and user-friendly suite. Its flexibility and scalability make it a go-to for businesses of all sizes looking to manage customer interactions across any channel effortlessly.

4. Adobe Experience Manager

Part of Adobe’s formidable Experience Cloud, Adobe Experience Manager excels in content management and digital asset management, enabling businesses to craft personalized, dynamic customer experiences across every touchpoint.

Drift is at the forefront of conversational marketing and sales, offering AI-driven tools that facilitate real-time engagements and transform the way businesses connect with their customers. It makes every conversation count toward building stronger relationships.

6. MoEngage

An insights-led customer engagement platform, MoEngage empowers brands to understand and respond to customer needs with precision and personalization. Its strength lies in creating meaningful, data-driven interactions across the customer lifecycle.

7. Copper CRM

Copper CRM reimagines relationship management by seamlessly integrating with users’ workflows, particularly those within the Google Workspace ecosystem, making it an indispensable tool for teams prioritizing efficiency and connectivity.

8. Qualaroo

Qualaroo specializes in user research and feedback, leveraging AI to unlock deep insights into customer behavior and sentiment. Its nuanced approach to gathering feedback makes it a powerful ally in enhancing the customer experience.

With a focus on understanding how users interact with websites and products, Hotjar’s suite of analytics and feedback tools provides invaluable insights into customer behavior, enabling businesses to make data-driven decisions that enhance user experiences.

10. Reputation

Reputation masters the art of online review management, offering businesses a comprehensive platform to monitor, respond to, and leverage customer feedback across numerous review sites and social media platforms.

11. Sprout Social

Sprout Social enriches customer experiences through advanced social media management, enabling brands to listen, engage, and grow their audience across platforms with strategic, data-informed interactions.

See the difference in your CX with next-gen AI-powered automation

In the dynamic fields of business technology, customer experience management (CXM) platforms stand out as indispensable tools. They help craft meaningful customer journeys and foster brand loyalty. Identifying the right features in a CXM solution is crucial for businesses aiming to exceed customer expectations. Let’s explore the essential elements to consider.

1. Unified data collection across all channels

The cornerstone of an effective CXM strategy is the capability to aggregate data across all customer interaction points. Whether it’s feedback from social media, direct communication, or indirect mentions, a comprehensive CXM solution captures every snippet of customer discourse. This integrated approach ensures no insight is overlooked, providing a holistic view of the customer experience.

Unified data collection empowers businesses to paint a complete picture of their customer interactions. It enables them to identify trends, preferences, and areas needing improvement. By centralizing data, companies can ensure consistency in customer engagement across all platforms . That leads to more personalized and effective customer service strategies .

2. Comprehensive journey mapping through data capture

Journey mapping is pivotal in understanding the nuances of the customer experience. A robust CXM platform captures data at each customer touchpoint and also contextualizes this information to reveal the customer’s path from awareness to loyalty. This insight allows businesses to tailor their strategies to address specific customer needs at each stage of their journey.

Effective journey mapping provides actionable insights into customer behavior and preferences, enabling businesses to optimize touchpoints for enhanced satisfaction . It helps in identifying friction points and opportunities for engagement, ultimately guiding customers toward a more fulfilling interaction with the brand.

3. Insightful dashboards with real-time analytics

In the fast-paced digital world, real-time analytics are invaluable. An efficient CXM solution offers dynamic dashboards that deliver up-to-the-minute insights into customer interactions and satisfaction levels. These dashboards should be customizable to suit different roles within the organization, providing relevant data to inform decision-making processes.

Real-time analytics allow businesses to react promptly to emerging customer trends and issues, ensuring that customer needs are addressed efficiently. Insightful dashboards serve as a navigational tool for continuous improvement, guiding companies toward data-driven strategies that enhance the overall customer experience.

4. Data-driven recommendations for enhanced strategies

Beyond collecting and analyzing data, a top-tier CXM platform leverages this information to provide strategic recommendations. By utilizing AI and machine learning, these solutions can predict customer behavior, identify cross-sell and upsell opportunities, and suggest improvements to customer service protocols.

Data-driven recommendations equip businesses with the foresight to proactively address customer needs, personalize interactions, and optimize their service offerings. This proactive approach improves customer satisfaction and drives business growth through targeted, effective engagement strategies.

5. Seamless integration with existing technology ecosystems

For a CXM solution to be truly effective, it must integrate seamlessly with a company’s existing technology stack. It includes CRM systems, marketing automation tools, and data analytics platforms. A well-integrated CXM solution enhances data fluidity, ensuring that customer insights are accessible across all business functions.

Seamless integration facilitates a unified approach to customer experience management, breaking down silos and fostering collaboration across departments. It enables businesses to leverage their existing technological investments to their fullest potential, creating a cohesive and comprehensive CX strategy.

The quest for the ideal customer experience (CX) platform is akin to navigating a complex maze filled with numerous paths and decisions. As businesses strive to provide unparalleled customer service, choosing a CX platform that aligns with their unique needs becomes imperative. Here’s a strategic approach to making this critical choice.

Understanding your business requirements

Choosing the perfect CX platform demands a deep dive into the intricacies of your business’s operational landscape. It’s about mapping out the volume of your customer interactions, the diversity of engagement channels, and the scalability required to accommodate future expansions. Opt for a platform that garners comprehensive customer insights and also has the agility to grow as you do. That ensures it is a perfect fit for your unique business ecosystem.

A CX platform that mirrors your business requirements ensures that you are not over-investing in unnecessary features or under-prepared for future growth. It enables a tailor-fit solution that maximizes efficiency and effectiveness in managing customer experiences.

Integration capabilities

In today’s digital ecosystem, a CX platform’s ability to integrate seamlessly with your existing software stack is non-negotiable. Whether it’s your CRM, ERP, or marketing automation tools, the chosen platform should offer smooth integration, ensuring a unified approach to customer data and insights.

Seamless integration reduces operational silos and enhances data fluidity across departments. Besides improving internal collaboration, it also ensures that every customer interaction is informed by comprehensive data, leading to more personalized and effective customer engagements.

User-friendliness and accessibility

A CX platform’s ease of use is crucial for ensuring that your team can leverage its full potential. A platform with an intuitive interface and straightforward navigation minimizes the learning curve and enhances user adoption across your organization.

The more accessible a CX platform is, the more likely your team will utilize its features to the fullest. It leads to improved efficiency in managing customer experiences and ensures that your investment in the platform translates into tangible benefits.

Analytical and reporting capabilities

Understanding customer behavior and preferences is the key to improving customer experience. Opt for a CX platform that offers robust analytical and reporting tools that can deliver actionable insights into customer interactions across all touchpoints.

With data-driven insights at your disposal, you can make informed decisions that enhance customer satisfaction and loyalty. These tools allow businesses to identify trends, monitor performance, and adjust strategies in real-time, ensuring a continuously optimized customer experience.

Cost-effectiveness and ROI

When selecting a CX platform, it is paramount to weigh its cost against the strategic value it delivers. Look beyond the upfront investment to the broader spectrum of benefits it offers, including bolstering customer loyalty, enhancing satisfaction, and fueling business expansion.

Investing in a CX platform that offers a positive ROI ensures that your resources are being allocated efficiently, leading to sustainable growth and a competitive edge in customer experience management.

As businesses strive to navigate the evolving landscape of customer expectations, Yellow.ai emerges as a transformative solution in the realm of customer experience software. Its innovative use of artificial intelligence is redefining how businesses engage with their customers, offering a suite of features that cater to the dynamic needs of today’s digital consumer. Yellow.ai customer service automation is revolutionizing leading enterprises across sectors to ameliorate their customers’ experience beyond imagination. 

Key features of Yellow.ai

• Stay accessible around the clock: Provide 24/7 customer service with our AI-powered chatbots and voice agents.  They enhance customer experience by understanding and responding to queries with human-like empathy and efficiency.
• Omnichannel integration: Seamlessly interact with customers across multiple platforms , ensuring a unified and cohesive experience no matter where the conversation takes place.
• Advanced analytics : Gain deep insights into customer behavior and preferences, enabling data-driven decisions to enhance the customer experience.
• Personalization at scale: Use AI to tailor interactions based on individual customer data, delivering personalized experiences that increase satisfaction and loyalty.

To see how Yellow.ai can transform your customer experience management, book a demo today and step into the future of CX innovation.

In an era defined by customer expectations, mastering the art of customer experience is essential. CX software’s critical role in crafting experiences to meet and exceed customer expectations is no longer a secret. The landscape of CX software in 2024 offers various options, each with its strengths and capabilities. However, the accurate measure of success lies in choosing a platform that resonates with your unique business needs, amplifies your strengths, and transforms challenges into opportunities for growth.

As we look towards the future, remember that the tools and technologies we embrace today will shape the customer relationships of tomorrow. Investing in the right CX platform is a commitment to excellence, innovation, and the endless pursuit of creating customer experiences that leave a lasting impression.

How does customer experience software improve customer satisfaction?

Customer experience software significantly enhances customer satisfaction by offering a streamlined, personalized approach to customer service. By aggregating data from various touchpoints, these platforms provide a comprehensive view of the customer journey, allowing businesses to anticipate needs, resolve issues proactively, and tailor interactions to individual preferences. This level of attentiveness and personalization fosters a sense of value and satisfaction among customers, leading to increased loyalty and positive word-of-mouth.

What features should I look for in customer experience software?

Key features to seek in customer experience software include omnichannel support, AI-driven insights and automation, comprehensive data analytics, personalized interaction capabilities, and seamless integration with existing technology stacks. These features ensure that businesses can offer consistent, efficient, and customized experiences across all customer interactions, ultimately driving satisfaction and loyalty.

What is the ROI of investing in customer experience software?

The return on investment (ROI) of customer experience software is multi-faceted, encompassing increased customer satisfaction, higher retention rates, more excellent customer lifetime value, and enhanced brand reputation. By improving the efficiency of customer service operations and enabling personalized, proactive engagement, businesses can significantly reduce churn and boost upsell and cross-sell opportunities. It, in turn, leads to sustainable business growth and a competitive advantage in the marketplace.

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