2023-03-15-Winterberry_Group-客户旅程管理的演变_30页_991kb

Evolution of Customer Journey Management

Customer Journey Management (CJM) is a strategic approach to understanding and meeting customer needs in real time. However, brands often struggle with disjointed customer experiences due to campaign-oriented strategies. Winterberry Group's report highlights the challenges and maturity levels in CJM, based on feedback from industry experts, a survey, and case studies.

Definition and Core Components

CJM is defined as thinking about the customer journey over time, not just at a single point. It requires organizational alignment and is supported by five key components:

• Customer Data Management: Integrating data from various sources using tools like Customer Data Platforms (CDPs) to unify customer profiles.
• Journey Analytics: Using analytics and AI to predict customer behaviors and optimize journeys.
• Decisioning and Orchestration: Deploying tools to determine the best actions and channels for engagement in real time.
• Engagement and Personalization: Delivering personalized experiences across channels.
• Measurement and Reporting: Assessing marketing effectiveness through robust metrics and tools.

Maturity Levels

Organizations are classified into five maturity levels:

• Conscious Avoiders: Lack focus on CJM, with fragmented data and campaign-based strategies.
• Early Experimenters: Just starting with data integration but facing disjointed experiences.
• Fledgling Practitioners: Developing customer journeys but without full integration.
• Pace Setters: Implementing advanced technologies and analytics for better journey management.
• Organisationally Optimised: Achieving comprehensive CJM with cross-functional alignment and real-time execution.

Challenges and Barriers

Key challenges include a lack of budget, organizational buy-in, skills gap, and technology constraints. 58% of surveyed companies are still campaign-focused, hindering overall progression.

Recommendations

To advance, companies should:

• Start with data unification and automation.
• Foster organizational change and invest in machine learning.
• Focus on customer-centric goals and continuous improvement to move up the maturity curve.

Methodology

The report is based on a survey of 156 brand marketers in US and UK, along with in-depth interviews with industry experts and case studies.

Winterberry Group provided insights by connecting market trends with industry data, emphasizing the need for cultural and technological shifts in customer engagement.