Journey science is an emerging discipline that combines research-based insights with data-driven evidence to understand, predict, and optimize the customer journey at every touchpoint.
Breaking Down Organizational Silos
Customers don't think in terms of channels or product lines, they just think about the brand. They want brands to understand their needs and help them on their journey, no matter what channel or business unit they are interacting with. The practice of journey science can help organizations better understand and predict the needs of customers to provide frictionless and cohesive brand experiences. Through a combination of qualitative insights, along with quantitative data, journey science can help answer the following:
- Who are our customers?
- What are their actual experiences with our organization?
- What should the customer experience be?
- What are the gaps that exist today?
- How will we prioritize improvements?