Utilizing Data to Improve the Customer Journey

To improve the customer experience, you have to look at the entire customer journey (i.e. each interaction and touchpoint a customer has with your business.) The amount of data you need to collect to do this is only possible with data analytics tools. When you lean into data, you can make educated business decisions that generate ideal results faster for both you and your customers.

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Learn About Customers to Understand Their Journey

Data is vital for learning as many details about your customer as you can. The more you know about your customers, the more you can personalize your marketing, sales, and customer service strategies. When customers feel like a brand truly understands them, they’re more likely to do business with them long-term.

Understanding who your customers are means knowing the “why” behind their journey with you.

Customer analytics tools can help you collect insights into their behavior throughout the customer journey. You can learn:

  • Demographic information
  • The most popular products 
  • How to best reach your customers
  • How your customers make purchases
  • Commonalities between your customers 
  • How your customers interact with your digital platforms 
  • If your customers prefer online or offline marketing tactics

Knowing your customers’ journey inside and out allows you to better make improvements to your marketing strategy.

Make Improvements to Your Marketing Strategy

Data is instrumental to your marketing strategy. You can track the performance of each marketing campaign and channel. You can find out which messages resonate most with your customers, which marketing channels they’re engaged with, and what techniques lead to a conversion.

More importantly, when you collect this data, you can allocate your resources to the marketing strategies and channels that garner the most engagement and result in the highest conversions.

Optimize Your Sales Process

When a customer is ready to make a purchase, you need to ensure your sales process is as smooth as possible. Collecting data can give you insights into where your customers are leaving the process and why. This gives you the knowledge you need to add features that meet their expectations. You can also eliminate anything that’s hindering sales, like unnecessary fees, the extra page in the sales funnel for an upsell, and so forth.

Make Customer Service More of a Priority

Data can improve customer service in amazing ways. You can find out what kind of service your customers want and what you can do to fill those needs as fast as possible.

For instance, studies suggest that “companies, on average, receive roughly 7% of all inbound customer support conversations during off-hours.” You can explore this statistic as it relates to your business and customers. Let’s say you learn that you are receiving a significant amount of inbound customer support inquiries outside of your business hours. Knowing this, you can implement live chat support to give your customers the support they need 24/7.

How to Implement Data Analytics

Read on for guidance on how to get started with data analytics and leverage your tools successfully.

Make a Plan

First, you want to outline a strategy for your data analytics tools. What exactly are you trying to figure out with your data? What do you want to accomplish? What are your expectations? What answers do you need to achieve said goals?

Collecting vast sets of data can be overwhelming. It can also be hard to ensure a quality standard and that everyone uses data productively across departments. Develop a plan for adequately storing and managing the data that your company collects. Consider creating a company guide that details how to use analytics tools and govern your data appropriately.


Not all data analytics tools are created equal. Google Analytics is a great place to start your data analytics journey, but it may not be where you stay. There are a whole host of data analytics tools out there to choose from.

Start with an internet search for data analytics tools. Research these tools and map out how they match your data analytics strategy goals. Then, narrow your choices down to your top three and dig into these platforms to choose the one that best suits your needs.  

Short and long-term strategies

Your business and customers will change over time. For instance, your customers might start shopping more online than in person. Or your company may add a line of products that meet a new customer pain point. You need to continuously adjust and update your data strategies if you want to get the most out of them.

Check metrics and performances on a short and long-term basis so that you can keep up with the ever-changing needs of your customers and implement improvements quickly.


Utilizing data to improve the customer journey is a wise business decision. But data analytics tools are only as effective as the person and business behind them. So, be sure to outline a solid data analytics strategy. Then, choose the right tools for your data analytics goals. Finally, ensure you’re looking at your data analytics strategy from a short-term and long-term perspective.