‘An experience renaissance’ and how customer journey analytics tools fit in

Businesses today understand they must be customer-focused in their marketing as well as in all of their other operations. It’s the “year of the customer,” after all. (Hint: it’s always the year of the customer.)

To ensure that customers and prospects have ideal interactions with their brands at every touchpoint, marketers first need in-depth information about the journey that buyers currently navigate on their way to making a purchase, as well as how they interact post-purchase. In addition, businesses must understand what customers and prospects are trying to achieve and how existing touchpoints are falling short.

“Right now, an experience renaissance is afoot,” says Accenture Interactive, declaring that entire businesses should be organized around the delivery of exceptional experiences that respond to customers’ “new, often unmet and frequently changing needs and enable them to achieve their desired outcomes.”

Great customer experiences are easier to imagine than to actually understand and deliver, however, which is why tools that help marketers analyze the customer journey — customer journey analytics (CJA) software — are finding a spot in businesses’ technology stacks. That’s also why we’ve just unveiled an all-new MarTech Intelligence Report exploring the sector on marketers’ behalf. We found interest in these solutions driven by the complexity of the customer journey, a result of the proliferation of devices and customer touchpoints, as well as evolving consumer behavior.

Meanwhile, marketers struggle to meet customers’ expectations of a unified brand presence and experience across all of those touchpoints. More broadly, businesses are recognizing that adequate customer experiences are becoming table stakes, making it more difficult to achieve differentiation that drives business success.

For more on customer journey analytics platforms, including the current landscape and in-depth vendor profiles, check out our all-new MarTech Intelligence Report, Enterprise Customer Journey Analytics Tools: A Marketer’s Guide.

About The Author

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.

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