Journey Analysis
Flow Visualisation
The Flow visualisation is very powerful for understanding customer journeys through your website or app. Now with CJA you can leverage the same visualisation to discover the journey your customers are taking across all of your channels. How many customers are starting their journeys in the app but switching quickly to desktop, what are customers doing directly before and after they call the call centre?
In the journey we covered previously, our user call the call centre during the application process. Let's try to understand how many people are doing the same, and why they're calling. That will help us to understand if we need to optimize the application form.
1. Add a new blank panel to our dashboard by clicking the + icon at the bottom of our dashboard.
2. Ensure that the CID Release 5 (Nov15 - Jan 15, 2024) is selected in the Data View selector and the reporting date range is Nov 15 2023 - Jan 15, 2024. Then select the Flow visualisation from the options presented.
Notes on Dimension configuration:
- Dropping a dimension as the Entry point will show the top first values seen in that dimension either at a Session or Person level
- Dropping a dimension as the Exit point will show the top last values seen for a dimension at a Session or Person level
- Dropping a dimension or a dimensional element in the middle will show you how often that element is the entry or exit, as well as the top elements a person saw prior or after from a pathing perspective. This can also be configured at the Session or Person level.
3. Drag the FSI_RetailBank_CallReason dimension and drop it in the Exit drop zone. Then click Build.
This shows us the top Call Reasons for customer calls into the call center.
5. One very powerful capability the Flow visualization supports is the ability to mix and match the dimensions being used. Drag the FSI_Retail_Bank_Pages dimension and drop it to replace the left most column of the flow visualisation. The result is a view into the top pages customers interact with prior to a call, broken out by call type:
6. Drill into any of the pages to see what customers interact with prior to that on their path to a call. We can see many customers are visiting the self help forums and still not finding an answer before calling in to the call center with an Application Issue. There could be value in running some optimisation tests on those pages.
7. Finally hit Ctrl/Command S to save your project.
This can be very powerful in understanding customer journeys across channels.
Congratulations, this completes the flow visualisation exercise.
Fallout Visualisation
The Fallout visualisation is great for understanding customer paths when there are specific points or events you want to account for. For example, measuring which customers are starting a journey such as an application to open a new account or credit card, and understand where they drop off.
- Add a new visualisation to your dashboard by clicking the + icon inside the panel at the bottom. Select the icon that looks like a Funnel
The fallout will start with all people. It then requires you to add the touch points in the process that you want to measure fall-through on as well as fall-out for.
2. From the Components menu, drill into the values for FSI_RetailBank_Pages and search for open.
- Drag open an account: step 1 into the Add Touchpoint drop zone, just under all people
3. Repeat the process for open an account: step 2 and open an account: thank you
4. Rename your fallout to Application abandonment
5. Finally hit Ctrl/Command S to Save your project.
This is a great way to understand if your application process is too complex and need to be optimized.
Congratulations, this completes the fall out exercise