Page 14 - AeM_December_2021

BEST PRACTICES & STRATEGIES

Difference between customer journey

mapping and customer journey analytics

ods, of which journey mapping can only be viewed as a
subset. Gartner, for instance, defines customer journey
analytics as “the process of tracking and analyzing the
way customers use combinations of channels to inter-
act with an organization, that covers all current and fu-
ture channels that interface directly with the customer.”
Customer journey analytics enables companies to eval-
uate enormous amounts of customer data collected
along all customer contact points, to then search for
patterns and trends in the data to generate crucial cus-
tomer insights. Instead of analyzing and optimizing indi-
vidual touchpoints, companies get an overall picture
and can recognize where customers encounter obsta-
cles and what influence certain company activities have
on customer behavior.

Customer journey mapping and analytics differ above
all:

1. When mirroring complexity: customer journey
Customer journey analytics and customer journey map-
ping are often used as synonyms, but customer journey analytics make it possible to map and record the
analytics encompasses a wide range of analysis meth- complexity of today's customer journeys in an om-

14 December 2021: Customer Journey Analytics