By analyzing the right customer journey analytics, businesses can identify pain points and areas for improvement, as well as optimize their marketing and sales efforts.
It’s crucial to use analytics to understand the customer journey in terms of contingencies, said Kashif Naqshbandi, Tenth Revolution Group CMO. “Because analytics are so powerful, it’s easy to focus solely on idealizing the customer journey,” Naqshbandi said. “Examining the other pathways that customers can take to ensure that the content is useful to them is a route to expanding the utility of your site and service, and therefore its appeal.”
