Want to build journey maps for your customers? Just follow their footsteps.

Customer journey mapping can be a useful tool for organizations as they implement an omnichannel approach to customer engagement. However, like the customer journeys themselves, mapping is a complex endeavor that involves data integration, data analytics, and data visualization—capabilities that can be found in an omnichannel customer engagement platform like USAN’s Metaphor Engage.

A customer journey map traces your customers’ “footsteps” from channel to channel as they attempt to solve a specific problem. Different customers take different paths for different issues. What’s more, these paths are likely to cross departmental lines. For example, a journey map for a billing dispute may show that customers first email the contact center, and then they call customer service where they are forwarded to the finance department.

The challenges of customer journey mapping

To retrace your customers’ paths, you need data—a lot of data. Fortunately, with the evolution of the contact center as a customer experience hub, data is more plentiful than ever. For example, if you record your customer service calls, then you have data on why customers call you. The challenge is getting that data, integrating it with other data that sits in silos across the enterprise, and transforming it so that it can be analyzed.

The data you need is stored in many places, in many formats. You need to pull data from the systems that support various customer-facing channels, such as email, chat, social forums, and the IVR. But you also need to pull data from your internal, departmental systems such as the CRM solution, ERP systems, billing, etc. If any data silo is left out, you risk missing that step in your customers’ journeys.

Once data is integrated, it must be transformed into a standardized format so that it can be analyzed. The analytics system maps the interactions and weaves them into a journey, which is then visualized as a customer journey map. Analysis uncovers key information such as the issues customers have, the channels customers use and in what order, how long customers engage with a specific channel, the reason for switching channels, etc. This is the information you need to improve and optimize the customer journey.

Customer journey mapping made easy

An omnichannel customer engagement platform like Metaphor Engage is engineered to deliver these capabilities to enable you to optimize customer journeys and deliver a seamless customer experience. Metaphor Engage connects various systems, integrates and transforms the data, and centralizes and synchronizes business processes to work together according to your business requirements.

Metaphor Engage features a flexible integration layer that can connect all of your systems and channels. Adapters for every common data API ensure that Metaphor Engage can integrate with and become aware of your critical business systems and data. Customer data is then unified in a single customer view and where it can be analyzed to improve business intelligence and decision making.

Metaphor Engage also allows you to centralize and manage business processes related to all channels from a single decisioning engine. This way, you can influence which channels customers use and share customer data between various channels for true omnichannel customer engagement. The ability to build business logic in self-contained, reusable chunks also ensures consistent service delivery.

Whereas customer journey mapping brings visibility to your customer interactions, Metaphor Engage brings visibility to the data needed to create your customer journey maps. What’s more, Metaphor Engage has the orchestration and automation tools needed to implement the improvements your customer journey maps bring to light.


To learn more Download the Ventana Research paper sponsored by USAN