Customer Journey Management and Analytics
Customer Journey Management and Analytics
Customer journey management and behavioral analytics tools enable the bank to develop a holistic, data-driven understanding of customer interactions across all channels. The system identifies critical points in the journey, optimizes the customer experience, reduces failures, and improves operational efficiency at all stages of the customer lifecycle.
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Customer Journey Orchestration & Analytics is an analytics and operations platform integrated with key front- and back-office systems that aggregates data on customer actions across all touchpoints: online and mobile banking, contact center, office visits, push communications, email and SMS mailings, marketing campaigns, etc.
Functional capabilities include:
- Collecting customer events and actions in real time across all digital and offline channels;
- Building customer journey maps (Customer Journey Mapping) based on behavioral scenarios and action sequences;
- Identifying fragmented, interrupted or ineffective routes that affect conversion and retention rates;
- Configuring trigger scenarios on key stages of the journey (e.g. refusal to apply, abandoned application, long-term inactivity);
- Analysis of behavior and emotional factors influencing customer decision-making;
- Integration with CRM, BI, omnichannel platform, DMP/CDP and contact center;
- Support for personalized recommendations based on behavior, profile and segment analysis.
Departments it interacts with:
- CX office and customer experience department
- Analytics unit and BI team
- Digital marketing / digital product management
- IT and integration architecture
- Front office channels (remote and physical service)
Owners systems:
- Chief Customer Officer (CCO) or CX-director - strategic management of customer experience
- Chief Digital Officer (CDO) - digital strategy and digital channels
- CIO/CTO - technological implementation, architecture, scalability
What strategic objectives do the proposed solutions solve
Provides the bank with an end-to-end, quantitatively verified understanding of the real customer journey - from first touch to post-service
This allows optimizing key touchpoints, removing barriers and shortening the path to the product.
Increases operational and commercial efficiency through predictive analytics and automated response
The bank gets the opportunity to intervene at critical moments in real time, before the client is lost.
Creates the foundation for building a truly customer-centric architecture - personalized, adaptive and measurable
This transforms the approach to customer relationship management from reactive to proactive.
Make working with documents simpler and faster
Who are the solutions suitable for?
Results after solution implementation
Increase conversion at key points in the customer journey by eliminating fragmentation, delays, and abandonment.
Increase customer loyalty and NPS through timely personalized support and expectation management.
Significantly improve the effectiveness of marketing, digital channels and customer service based on digitized, analyzed and managed customer journeys.
Processes are optimized, routine operations are automated, and employees have more time for truly valuable tasks.
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