As Lao Tzu said, the journey of a thousand miles begins with a single step. But in the app economy, your customer's journey can begin with a click, tap, swipe or even a voice command. Understanding how your customers interact with your brand is growing increasingly complex as devices proliferate and the way customers engage with brands shifts to digital.
Many organizations today have multiple ways a customer can engage with their brand, whether it's through a mobile app, website, or brick-and-mortar store, but tracking the customers' journey and understanding why a customer switched from one device to another is often a mystery. In fact, in a recent survey by Vanson Bourne, 93 percent or organizations said they could improve the way they measure customer experience across digital channels.
But newer technologies are providing more insight than ever before. With an app analytics solution that provides an omnichannel view of the customer journey, it's easier to gain these insights and track users across devices. In addition, analytics provide the insights you need to understand when and why a user drops off from your application.
Why is an Omnichannel View Important?
There are many benefits to understanding your customers' journey across devices. For example:
■ Identify and triage issues faster: If you see that many customers are switching from their mobile devices to complete a transaction from your website, it may indicate that there's an issue with your mobile applications. Using an app analytics solution, you can then quickly drill down into the cause of the issues, whether the issue is due to the design, code, or infrastructure.
■ Create great experiences: If a specific customer has encountered multiple issues and are having a bad experience, you can proactively reach out to that customer and turn a bad customer experience into a positive experience and build a better brand reputation.
■ Know where to invest: Understanding historical usage patterns can help you better understand where to strategically invest to improve customer experience and increase revenue. These insights can help you better understand where to target specific campaigns, where to focus your development efforts (web, mobile, wearables, etc.) or even where to invest in your next data center or retail location.
Derek Stevens is Sr. Product Marketing Manager at CA Technologies.
Watch this video to learn more about how an app analytics solution can help you gain true digital user experience insight: