The complexity and number of touchpoints across the digital and physical worlds is the major barrier to marketers attempts to join up the customer journey.
This according to research from Econsultancy,
Key findings of the report;
- A third of marketers are managing touchpoints in silos, while nearly two-fifths (38%) understand the customer journey ‘but have little management across touchpoints’.
- The vast majority of companies say that profitability and increased revenue are a major benefit of understanding the customer journey.
- Only a minority of organisations are using a variety of methods for joining up online and offline customer journeys, including loyalty schemes and point of sale data collection.
- Two-thirds of companies have a call centre but less than half of these companies are using telephone call tracking analytics to connect online and offline.
- Almost half of responding companies (47%) say that the digital part of the business is driving customer journey initiatives, twice the proportion of companies that say that offline drives this.
- Just 12% of companies rated themselves as being ‘advanced’ at understanding the customer journey, compared to 51% who said they were ‘intermediate’ and 32% who classed themselves as ‘beginner’. A further 6% described their understanding as ‘non-existent’.
Furthermore, we would suggest that touchpoint evaluations normally ignore ergonomic factors. Such things can become barriers to customers, particularly as they experience physical change or decline.
Our AF system is designed to measure and monitor the ergonomic factors of a customer journey.