360 customer journey

• Customer data 

The very first step to understanding your customer is to capture the data that they are sending to you. Most organizations these days have an omnichannel approach to dealing with customers. Meaning there are many possible channels open for the customers to reach out to the business and interact. It makes it difficult to capture all the data from such channels as phone calls, SMS, social media, emails, etc. Even more difficult is their analysis. 

It is important to capture the right and important customer data. It can be a call customer made for a product inquiry or review, social media comments, shopping app purchase, email for a replacement, anything that counts as an interaction. 

• Organize the data

Now that you have captured the data from all the sources, it needs to make some sense. Since the customer data comes from various channels, it will have different nature too. Some might be quantitative, some might be qualitative. So depending on that, you can bifurcate the data based on type and nature. For example, sales data is mostly in the form of graphs and numbers, so you can keep it together. Whereas the reviews might be more descriptive and qualitative, you might want to keep them separately for different analyses. 

• Analyse the data

As an organization focusing more on business intelligence, there is no way it can be done without automation. There are various data analysis tools that run through AI and automation which helps you in analysing any type of data. 

Just capturing and organizing the data isn’t enough, for the data to make sense and talk to you, it needs to be analysed properly through such data science tools. It helps you draw out the demographics of the available data and evaluate it to get some insights that are useful to your decision-making process.