Journey Visualisation
Objectives
Visualise the end to end customer journey.
Context
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 center?
Creating a Flow visualisation
Flow by Page Name
Click the "+" beneath the last panel that you created to create a new panel.
- Title it Flow Analysis and ensure your date range is set to Last 6 Full Months.
- Select the Flow visualisation and this will bring you to the Flow visualisation configuration view:
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.
Let's try this from a Web pathing perspective to start with.
From the Components menu, click on the arrow to the right of the Page Name dimension.
- Click on "Show items from last X months” until the values show up;
- Drag the “home” page and drop it into the centre drop zone for the Flow visualisation:
- Click Build.
This is what your panel should look like now:
This view allows you to see:
- how many people enter the site at the home page
- how many people exit the site at the home page
- the top pages that drive customers to the home page
- the top pages that customers go to from the home page.
Click on the Flights page on the branch on the right to see where customers go to from there.
Then right-click on the Book Flight node within the branch to the right to see the various options as it relates to digging deeper into this data
Selecting Create filter for this path will create a filter based on customers that follow that specific path. This becomes an interesting way to do further analysis around the types of customers that follow a specific path.
Flow by Call Reason
From the Visualisations menu, drag another Flow visualisation beneath the one we just created, drop it into the Panel we're working on.
Let's go back to the use case that we've been working on: Understanding how customers navigate from Web to the Call Center. We want to understand the journey that customers are taking from the website into the call center. To do this, we will start with Call Reason.
- Search for the Call Reason dimension in your components.
- Drag this onto the Ends with drop zone in your Flow configuration.
- Click Build.
This shows us the top call reasons for customer calls into the call centre.
One very powerful capability the Flow visualisation supports is the ability to mix and match the dimensions being used.
- Search for the Page Name dimension in your components.
- Drag this into your visualisation panel over the values on the left side, to replace this Call Reason dimension.
- Drill into the Flight Details page to see what customers interact with prior to that on their path to a call.
This can be very powerful in understanding customer journeys across channels.
Congratulations, this completes the Flow Visualisation exercise!
[Bonus] Flow by Channel
- Add a new Panel to your Workspace by selecting the + icon below the last Panel.
- Rename this Panel, Multi-Channel Reporting: Journey Analysis.
- Select Flow from the visualisations cards in the new panel;
- In the 'contains' box in the middle, search for Channel, then click on the icon and select mobile.
- Click build. This will now build out your flow visualisation.
- Click on 'Callcenter' on the right hand side to expand the flow one more time and the report should look like this:
There may be a case where we need to break this down further to see what is happening if a particular flow is not expected. E.g. too many people going from web to call center. Let's check why people are calling the call center...
- If you want to break down the call centre channel by call reason, right click on the one you just expanded, then click breakdown, then dimensions and search for Call Reason. This will bring up a box with the call reasons why customers on this particular path, called in.
You can play around with adding filters in at this stage, or breaking down other routes.