Optimisation of the Digital Customer Journey based on Customer Insights & Analytics data
The current challenge is that the digital customer journey in the markets is still too fragmented and the customer approach is not yet tailored to the individual user or search behaviour. The result is that users abandon the process on the website and fewer leads are generated as a result. We therefore review the analytics data and check the development of visits, conversion rate, bounce rate, click rate and much more. If it is determined that there is a need for action, use cases are used for optimisation, for example to improve the performance and customer approach. The next step will be to steer the digital business with the help of a “data-based Steering Model” or “Digital Target Operating Model” (DTOM) in order to achieve the goals.
The presentation will highlight the following:
- Why is Customer Experience Management important?
- What are the challenges & at which pain points do customers abandon the process?
- What data is used to analyse in order to improve the user experience?
- How can customers be kept on the website longer in the future with the help of use cases or a control model?