October 23, 2018 by Jacqueline Baxter

Improving the Customer Journey with Sitecore Experience Analytics

If there’s an industry shift that I love, it’s this: building a 360-degree view of the customer. Moving toward a strategy that is based on experience and observation rather than one based on the conducting of business is not only a smart decision, it’s key to building customer relationships that last. By understanding the needs, desires, values, reservations, and motivations of your customer, you gain the information you need to close knowledge gaps and build lasting, valuable relationships with your clients.

A 360-degree view is the underpinning that transforms your relationship with your customer from transactional to experiential. It means pooling data and viewing it holistically to understand who your customers are. Analyzing and understanding the various facets of the customer experience, combined with an internal strategy targeting customer alignment across departments, is valuable to your entire organization. Every department, from marketing to IT to sales, has a stake in capturing, analyzing, and sharing data because of the incredible impact it can have.

With this goal in mind, what we’re trying to do is build and analyze a complete picture of each customer, one that considers not only where they are in the customer journey but what actions they have taken to get there and what benchmarks they have reached. Sitecore Experience Analytics excels at this, because Sitecore EA puts the individual customer at the center of measurement. Sitecore EA allows you to drill down into the individual behavior of each visitor rather than relying on high-level aggregations. This not only improves customer experience, intelligence, and loyalty but reduces costs over time, because the more intelligent and data-driven a marketing campaign in, the more successful it will be.

Interested in learning more about Sitecore Analytics and how it can help you achieve a 360-degree view of your visitors? I’ll be presenting on just this topic at a series of user groups, beginning in Portland, Oregon on Wednesday, October 24, at 5:30 p.m. Or reach out to Hedgehog to chat about how we can help!

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