TRADING INTUITION FOR JOURNEY ANALYTICS
Failing to understand the nature of customer journeys can
have significant consequences. There is a natural tendency in business to rely on experience and trust gut instincts. Companies tend to think they have an inherent understanding of their customers and their own processes.
In most cases, that understanding is partially confirmed by journey analytics. However, journey analytics provides a deeper and more detailed view across channels that may not ever have been viewed in tandem.