The Buyers’ Guide to Customer Journey Management Solutions

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Exploring This Next Evolution of CX for the First-Time Buyer

So you’re considering investing in a customer journey management solution. That’s an important step! You’ve probably realized that your customers’ behaviour is dynamic and increasingly unpredictable, and your normal approaches aren’t cutting it. And now you’re faced with the next step – choosing a solution.

Journey Management isn’t a rigid approach to solving a single problem, but rather a flexible toolbox that addresses a variety of challenges (like acquisition, retention, and many more). This means that solutions have different capabilities. If you’re new to journey management then you need to navigate the landscape to understand what’s truly necessary to improve the customers’ experiences. We trust that this guide will help you separate what’s important from what’s not.

Briefly, what is Customer Journey Management?

Customer Journey Management, or Journey Analytics, connects the dots between everything your customers are doing and feeling, by unifying data and creating customer-led visualisations of actual journeys. Leading businesses are using journey management solutions to discover and optimize customers’ journeys.

According to CustomerThink, “Journey management enables you not only to measure, monitor and optimize customer experience, but align your entire organization with your customers’ goals.“

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The following 5 features will enable and empower your business to influence and change customer behaviour, thereby boosting acquisition, retention, and much more.

1. JOURNEY DISCOVERY

A Journey Management solution that doesn’t help you discover real journeys wouldn’t serve a purpose. Rather than the journeys you’ve modelled and mapped, you need a real-time visualization of successful and unsuccessful paths. Paths should be driven by actual customer intent and context over time, and should be built from a wide range of data sources. This will help you uncover and visualize customer segments, and identify which customers are leaving, where they’re leaving, which ones are reaching their goals, and where the obstacles are.

A note on journey mapping

Traditional journey mapping is a common and useful starting point to improving customer experience. An obvious shortcoming of journey mapping is the absence of the customer in the room during the process. Customers are purpose-driven, not limited by a model. You should be aware of the following:

  • Maps aren’t real journeys, and don’t match the journeys customers are experiencing in the real world.
  • There’s no refresh button. Maps don’t change but journeys do.
  • Customers are real people. Maps don’t help you see real behaviour or emotion.
  • Customers experience friction. Maps don’t identify or help you address obstacles.

2. MEASUREMENT OF VALUE DELIVERY

It’s important to understand real customer behaviour (mentioned above) and equally important to understand how customers are feeling as they engage with you. For this reason, it’s essential to be able to measure customers’ perception of value delivery and general sentiment. In other words, do customers believe that value is really being delivered to them at each step? Look for a journey solution that offers the ability to collect real-time customer feedback and measure customers’ satisfaction and pain points at each step. Customer emotion is measurable through structured methods (such as surveys and mobile dialogues) and unstructured methods (such as social media).

A note on value delivery

Businesses are quick to talk about the value of customers rather than value to customers. However, customers that receive value create business value in return. The types of value that customers expect at each step of their journey, either consciously or otherwise, are different and nuanced. The four dimensions of value according to Forrester are:

  • Economic. The amount spent or saved by customers.
  • Functional. What the product or service offers in features.
  • Experiential. The experience of the service or product when interacting.
  • Symbolic. The status delivered by using the product.

3. INSIGHT INTO GOAL ACHIEVEMENT

The solution you choose should provide layered insight. Actual customer behaviour with an overlay of emotional context (and perception of value delivery) will help you understand why customers are reaching their goals, or not. You’ll need to understand how value is being delivered and whether goals are being reached at each step. You’ll also need visibility of which types of customers (segments) are progressing or stalling, and why.

Consider a scenario where a customer segment is stalling after receiving an online insurance quotation. On the surface it may seem like a simple channel failure. However, you’re able to identify that brand strength (symbolic value) and economic benefits drew the prospects in, but the quotation experience and details of the actual cover (functional value) were concerns. Imagine having this insight at your fingertips when designing fixes.

4. INTERVENTION DESIGN

One of the main reasons that leading businesses adopt journey management is to influence and change customer behaviour. You want to encourage certain behaviours at each step of the journey. To achieve this, you’ll need to orchestrate customer journeys so that they are personalized and help customers reach their goals.

Your solution will need to allow for highly personalized and contextual interventions that move customers forward. These will be driven by the value that each customer segment needs at each point. You’ll want to launch behavioural and informative nudges, as well as human interventions and other process innovations.

Consider the scenario where a customer stalls after having received an insurance quote. The insurer then nudges them with a short WhatsApp message that reminds them and possibly offers an incentive to move forward. The message may also offer a response option where the customer can connect with a consultant for clarification. You need a flexible toolbox of interventions that are channel agnostic and allow for omni-channel decisioning.

5. REVIEW FOR SUCCESS OPTIMISATION

When making a purchase decision, pick a solution that allows you to check whether the desired outcome was achieved, and then quickly fine-tune and iterate based upon the results. Your data analytics should be customer journey analytics.

What was the impact of your strategies on conversion and retention? Let’s improve them. How can you further boost value delivery? Let’s sort that out. Were the interventions effective? Yes, but let’s make them better. What was the impact on goal achievement? Let’s boost it. To display real ROI you’ll want a solution that helps you make and launch small adjustments swiftly.

A FEW MORE CONSIDERATIONS

  • Is the solution a built-for-purpose, stand-alone journey platform rather than a series of point solutions? This will allow for cross-channel decisioning in real-time. Ingest, visualize and orchestrate in one place.
  • Will the solution fit with your existing tech? Your historic tech investments should be accommodated seamlessly, making journey optimization possible through simple integrations.
  • Will the solution support a wide range of online and offline data sources? It’s essential to be able to swiftly include customers’ data, operational data, CX data and your marketing teams’ data when necessary.
  • Will the solution scale? It’s important to be able to roll out the solution across the business as it is shown to be successful.
  • Lastly, ensure that you check out data safety and downtime and service support. You wouldn’t want to be left high and dry by your provider.

CASE STUDY

This leading South African retail bank uses inQuba to identify stall points in customers’ card application journeys and boost conversions through dynamic interventions. The objective of the program was to boost customer acquisition, conversion, and insight.

Some of the bank’s challenges included:

  • Credit cards not being taken up (NTUs) after being successfully applied for
  • Insufficient metrics to identify failure points in journeys

The solution included the following:

  • Sentiment and feedback were collected at all points of the customer journey
  • Stall points were identified and defined
  • Hyper-personalised, real-time interventions and nudges were launched to help customers reach their goals

The results included:

  • A 96% increase in customer conversion at key points
  • An increase in NPS compared to peers and benchmarks
  • An increase in CSAT and turnaround time

TAKE THE NEXT STEP

We hope that this guide has been helpful and given you confidence as you move towards a solution. With the abundance of journey management providers out there claiming to offer a solution, our 5 points will help you separate the experts from the rest. Your purchase will be an important investment.

inQuba’s Customer Journey Analytics solution will help you to influence and change customer behaviour as they journey towards their goals. Unlike other solutions, inQuba allows you to make connections between customer journeys, interventions and revenue – quickly and easily. Ready to get started? Do it now.

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    Bruce Eidsvik

    inQuba President, North America

    Bruce is a seasoned executive with over 25 years of experience in sales and marketing mainly within the customer experience space. Bruce has held senior executive roles at Genesys, a private equity backed cloud customer experience company and OpenText, a NASDAQ listed information management company, where he led their Global Growth Marketing and Sales Development organizations. Prior to these roles, Bruce was the Managing Director for the APAC region at Genesys, based out of Singapore. Bruce is also an entrepreneur and a co-founder of Insight Venture backed VoiceGenie Technologies Inc, which was successfully exited in 2006.

    This work has led Bruce to points around the globe, helping both Fortune 100 and SMBs alike. Bruce is a frequent keynote speaker at CX events worldwide, where he is more than happy to share his experiences and best practices to help others. Bruce is a team builder, has a passion for driving creativity, developing leaders and getting stuff done. Bruce strongly believes that fun is an important component of driving great results. Outside of work, Bruce is an avid skier, road and mountain biker, triathlete and in love with the mountains.

    Bruce holds a Bachelors of Science degree with Honors in engineering physics from Queen’s University. After 14 years abroad, Bruce and his family are back in Canada and living just outside Banff, Alberta.

    Liza Rogers-Nolte

    Head: Inside Sales SA and Marketing

    Liza joined inQuba shortly after inception in 2011. She has held various roles and responsibilities during the time and has been vital to the success of the business. Since 2016, Liza has headed up inQuba’s global Inside Sales function, responsible for identifying, qualifying and nurturing new business relationships. She also plays a fundamental role within inQuba’s marketing function, being jointly responsible for all key, global marketing events. Liza also manages the relationships of inQuba Partners, specifically the Microsoft Partner Relationship for which she is the MSFT Alliance Partner Manager.

    Prior to inQuba, Liza spent over 10 years in London (UK) gaining international experience in various industries. This included working closely with top executives in FTSE 250 and blue-chip companies in industries such as banking, private equity, investment property, executive search, and others.

    Prinay Panday

    Head: BI and DevOps

    Prinay is responsible for overseeing all IT operations, technical delivery and technical strategy for inQuba, ensuring alignment with the company’s business requirements and goals. Prinay is responsible for assisting other departments within inQuba, such as Product, Development and Professional Services, in utilising technology efficiently and profitably. He also spent several years in software development at inQuba which has provided him with deeper insight into effective technical delivery and operations of the inQuba platform. Prior to joining inQuba, Prinay worked in IT operations and software development across various industries including insurance, banking and retail. Prinay holds a Bachelor of Science in Information Technology from the University of Johannesburg.

    Dasha Naidoo

    Head: Product Experience

    Dasha joined inQuba in 2013 and has held various positions over the years. Dasha found her niche when she joined the core Product team in designing the inQuba CX platform. As the Head of Product Experience, she is ultimately responsible for the overall user experience and value delivery to inQuba’s customers. Dasha has been instrumental in the product’s success, providing insight into design, customer behaviours and practical solutions to complex customer challenges. Before joining the product team, she spent 2 years guiding customers through their Customer Experience programmes.

    With a professional career spanning 10+ years, Dasha has extensive experience across CX, Marketing, Campaign management and Data management and analysis. Dasha holds a Bachelor of Commerce (Information Systems Technology) degree from the University of KwaZulu Natal.

    Kobus Snyman

    Head: Service Operations

    Kobus is responsible for overseeing all technical operations including customer support and general operations activities ensuring the inQuba’s customer platform is optimal and stable. He has extensive Systems and Business Analysis experience gained from industries such as Banking, Information Technology and Mining. He has gained solid knowledge in Project Management, Disaster Recovery and Business Continuity management as he managed the Disaster Recovery site for one of South Africa’s Big Four Banks for a significant period. In 2016, Kobus joined inQuba as a Senior Analyst and has subsequently been promoted to Head: Service Operations, bringing with him the technical platform knowledge as well as customer management experience gained through the management of large, strategic inQuba clients. Kobus holds a Certificate in IT Service Management (ITIL) and SDIP. He also holds an ‘Essential skills for the Business analyst’ certification.

    Eben Odendaal

    Head: Professional Services

    Eben is responsible for the successful delivery of inQuba’s CX solution programmes to clients. He is an experienced Business Consultant and Project Manager and has delivered multiple Management Consulting, Digital Application and Software Development programmes, across multiple industries, throughout his career. Eben holds a Mechanical Engineering degree from the University of Pretoria, an MBA from the University of Stellenbosch and is a registered Project Management Professional.

    Allan Lee Son

    Senior Software Architect

    Allan is a Senior Architect in the core team working on the architecture and development of the inQuba CX platform for over six years. As a technical lead, product designer and software architect, he is a driving force in the inQuba Product Development team, providing insight into design and practical solutions to complex software challenges.

    Previous to joining inQuba, Allan’s five years at On-IT-1, developing software solutions for the Bosasa Group, have given him broad perspective on design, development and deployment of software applications across various industries, including aquaculture, youth rehabilitation, fleet management and device integrations for biometric and programmable logic controllers. Allan brings this valuable experience to bear on the challenges of developing a globally distributed SaaS platform.

    Allan completed his treatise in 2006 and holds a honours degree in Bachelor of Commerce (Computer Science and Information Systems) from the Nelson Mandela University.

    Warren Reed

    Senior Software Architect

    Warren is responsible for high-level software design choices and selecting the best tools, platforms, and technologies for developing and delivering inQuba’s CX software platform. He helped build the inQuba platform from the ground up, including products such as Engage, Case Management, and Journey Analytics. He implemented the continuous delivery pipeline that automatically deploys inQuba’s software solutions globally. Prior to inQuba, he spent five years at Bosasa architecting and developing systems for vehicle maintenance, youth development centres, access control security, and job recruitment. He also spent two years at Korbitec developing legal practice management software. Warren holds an honours degree in Computer Science and Information Systems from the Nelson Mandela University.

    Jon Salters

    Non-Executive Director

    Jon brings with him a wealth of experience in market research and technology enabled services in the insights domain.

    Prior to being strategic advisor to inQuba, Jon spent four years at Vision Critical, the world’s leader in Insight Community solutions where he launched Vision Critical’s presence in Africa, re-launched their partner program internationally and was also integrally involved in the team that executed the spin-off of Vision Critical’s Research and Consulting business unit which became a cornerstone of the newly formed Maru Group.

    Jon holds a GDE in Engineering Management and a B.Sc Mechanical Engineering (industrial Option) for the University of the Witwatersrand.

    Antony Adelaar

    Head: Product Marketing

    Antony joined the inQuba story early, towards the end of 2011. He is responsible for the planning, design, production, marketing and release of inQuba’s CX software solutions to customers on 4 continents. Prior to managing product, Antony oversaw the account management team who in turn oversee inQuba clients using the full range of inQuba CX solutions.

    Antony has ten years’ experience in market research across the African continent and across all major industries. Prior to inQuba, he headed up digital research at an agency, Yellowwood Future Architects, which specialises in strategy, research and design.

    Antony completed post-graduate Leadership Development studies at Gordon Institute of Business Science (GIBS), following a Bachelor’s degree (Industrial Psychology) at the University of South Africa.

    Trent Rossini

    Managing Director

    Trent is responsible for all operational delivery, professional services engagement, product conceptualisation and delivery of inQuba software. Prior to joining inQuba, Trent was the CIO for Discovery Health and in 2003, was appointed as COO of PruHealth, Discovery’s UK joint healthcare venture with Prudential. He also spent several years consulting on various systems integration projects for Deloitte and Accenture.Trent holds a B.Sc.(Mech) Engineering from the University of the Witwatersrand and a Graduate Diploma in Industrial Engineering.

    Micheal Renzon

    Group CEO

    Michael Renzon is an entrepreneur and visionary and the driving force behind highly successful internet, technology, content and Customer Experience companies. He is an Endeavor Entrepreneur, the leading high-impact entrepreneurship movement around the world, and was named the Most Promising Entrepreneur of Entrepreneur Organization (EO) in 2006.

    Michael’s thought leadership in Customer Experience and Customer Journey Management has been adopted by leading companies around the world who use inQuba’s analyst-rated Customer Journey SaaS Platform and Methodology to drive their customer experience transformation and customer journey optimization.

    Michael holds an MBA from the University of Cape Town, an Honours Degree in Computer Science and a Bachelor of Economic Science Degree, both from the University of the Witwatersrand.

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