How to do customer journey analysis Explanation of specific methods and useful tools

A map that visualizes the customer journey is called a “customer journey map.” By regularly analyzing and verifying the map, you will be able to gain a deeper understanding of customer behavior and the psychology behind it. .

In this article, we will explain everything from customer journey analysis methods to useful tools for analysis. By reading it, you will be able to understand how to proceed with customer journey analysis, so please read to the end.

Table of contents

Customer journey analysis refers to analyzing a series of journeys (journeys) that users take from recognizing a product or service to purchasing it .

Analyzing how the user followed the flow and ultimately led to conversion (purchase, inquiry, etc.) will lead to customer understanding and enable more effective marketing measures to be implemented.

Customer journey analysis is often confused with “access analysis” that analyzes website clicks and conversion rates, but customer journey analysis not only analyzes numbers, but also the thoughts and emotions behind actions. .

What Customer Journey Analysis Can Tell You

By conducting customer journey analysis, you will be able to understand not only the series of actions of users from recognition to purchase, but also the thoughts and emotions behind them.

For example, we use customer journeys to analyze the impressions users have when they pick up a new product at a store, the reasons for their interest, and the factors that make them decide to make a purchase.

Based on the results, by creating content that matches the behavior and psychology of customers, customers will be able to receive the information they need at the time they need it. By doing so, you can build a relationship of trust with your customers.

Need for Customer Journey Analysis

Creating a customer journey map is not the end of the story. The maps you create are meaningful only if they are used continuously in your daily marketing activities. It is necessary to reflect the hypotheses and issues derived from customer journey analysis in new marketing measures, and to repeat verification and improvement.

For example, it is important to analyze and verify whether there are any differences between the set persona and the actual customer, or whether the measures being implemented are optimal for the set persona. There are thoughts and emotions behind the actions that customers take. By getting closer to the customer through customer journey analysis, you will be able to implement measures that suit each individual.

There are several methods of customer journey analysis, and it is possible to obtain deep insights by using them properly according to the purpose and application. Here are four main techniques for customer journey analysis.

internet research

Research conducted on the Web includes Web surveys, Internet research, Web questionnaires, online surveys, etc., but they are all classified as Internet research.

The main method of online research is quantitative research such as questionnaires. Create a questionnaire on the web and ask the target person to answer it on a computer or smartphone.

The advantage is that the survey can be conducted efficiently because it requires less labor and costs than the conventional mail survey, venue survey, and visit survey, which are the mainstream of conventional quantitative surveys . Answer results can also be aggregated and graphed automatically, so you can spend more time verifying and planning new measures.

Customer observation survey (shop-along)

Customer observation survey (shop-along) is a method of investigating the actual state of purchasing behavior by observing the behavior in the store and the state of product selection while accompanying the survey subject on shopping.

By conducting interviews after shopping, we explore the reality of the real purchasing process, such as what we are conscious of when choosing products and hidden psychology.

The advantage of collecting gaze measurement data and video footage is that it enables us to dig deeper into qualitative information, such as gaze movements and the actual state of purchasing behavior, which cannot be obtained from quantitative surveys .

N1 analysis

N1 analysis is a method of identifying issues and improving measures by deeply analyzing a single customer and understanding their behavior.

When trying to analyze populations, features become averaged and difficult to grasp. In that respect, N1 analysis targets a single customer, so you can increase the resolution of the persona.

Especially in corporate marketing activities, it is important to obtain a common understanding of customers through N1 analysis, as the people involved differ depending on the phase of the purchasing process.

data analysis

It is a method of organizing, processing, and integrating data collected by various methods, and then hypothesizing and verifying based on it.

The data we collect for data analysis depends on the purpose. Data used in marketing includes web page access history and customer purchase history.

The advantage of data analysis is that it enables personalized marketing for each customer . For example, it is possible to implement measures from the customer’s point of view, such as analyzing the preferences of each user based on their purchase history and presenting related products at the optimum timing to encourage purchases.

If you want to know more about data analysis, please refer to “Recommendation for Practical Customer Journey Analysis”.

By using tools for customer journey analysis, it is useful for KPI progress management of each measure. Here are 7 tools to help you with customer journey analysis.

HubSpot

“HubSpot” is a CRM (customer relationship management) platform with functions that are useful for all operations, from marketing, content management, customer service, sales, and operations.

With HubSpot’s “Persona function”, administrators can set personas on the dashboard, and can numerically grasp how many of the generated prospects correspond to the persona. In addition, the Lifecycle Stages feature allows you to categorize leads according to where they are in the marketing and sales process.

All-in-one tools for customer journey analysis to generate leads, accelerate sales, manage contacts, improve customer satisfaction, and more .

• • feature
    • Free to start, full introduction manual and various support
    • Abundant functions useful for customer journey analysis such as persona function and life cycle stage function
    • Realize further operational efficiency by combining various functions other than customer journey analysis
    • feature
      • It is possible to obtain deep consumer insight through not only quantitative analysis but also qualitative analysis such as “thoughts and emotions”
      • Proprietary scoring technology makes it possible to quantitatively grasp customer evaluation points and points of dissatisfaction.
      • Detailed analysis is possible with the unlimited use of the web survey function and the VOC management function that accumulates customer feedback.
    • price
      • Free: Free
      • Starter: ¥5,400/month
      • Professional: ¥96,000/month
      • Enterprise: ¥384,000/month

Adobe Analytics

“Adobe Analytics” is an access analysis tool provided by Adobe, a world-famous PDF developer. This tool is equipped with advanced customer journey analysis tools, and it is possible to obtain deep insights (deep psychology) by utilizing AI (artificial intelligence) “Adobe Sensei”.

Additionally, Adobe Analytics’ Anomaly Detection feature helps you find areas of your website that are driving or hampering your sales, allowing you to develop and remediate campaigns in real time.

With these functions, it becomes possible to understand the causal relationship between touchpoints and the effectiveness of measures, and AI analyzes problems and identifies improvement points.

• • • feature
      • Collect data from any system and use flexible data schemas
      • Access any data stored on Adobe Experience Platform directly from SQL
      • Leverage activation and personalization features that build customer segments
    • price
      • Inquiry required

Contentsquare

“Contentsquare” is a customer journey analysis tool that allows you to check how visitors move through your website, from site visit to exit, page by page.

A major feature is the ability to visualize access data aggregated from all customer journeys with a unique donut-shaped pie chart. You can instantly check the web pages visited by users, the order of their visits, unexpected departures, and other abnormalities in users.

You can also check visits to specific web pages and the web page you were viewing before an event such as a conversion occurred. Understand user behavior and gain deep insights, whether the results are good or bad.

• • • • feature
        • A donut-shaped pie chart makes it possible to understand at a glance the site behavior from the user’s visit to the exit.
        • Segmentation and data minification allows you to focus your attention and gain deeper insights
        • Detect recurring issues and identify the most valuable content and traffic routes
      • price
        • Inquiry required

listen well

“Yokukikuyo” is a domestic customer journey analysis tool with over 300 domestic introduction results. It can analyze customer data both quantitatively and qualitatively, and supports the creation of the most effective customer journey map.

A major feature is that not only quantitative data such as the number of accesses, but also qualitative analysis of “thoughts and emotions” by the customer voice analysis function is possible . By analyzing text data accumulated as customer voices using natural language processing, it is possible to visualize consumer insights and know the motives and true intentions of users’ purchasing behavior.

• • • • • feature
          • It is possible to obtain deep consumer insight through not only quantitative analysis but also qualitative analysis such as “thoughts and emotions”
          • Proprietary scoring technology makes it possible to quantitatively grasp customer evaluation points and points of dissatisfaction.
          • Detailed analysis is possible with the unlimited use of the web survey function and the VOC management function that accumulates customer feedback.
        • price
          • Free: Free
          • Economy: 50,000 yen/month
          • Business: 100,000 yen/month

KARTE

“KARTE” is a CX platform that analyzes the behavior and emotions of all website and app visitors in real time and helps improve personalized CX (customer experience).

KARTE has a wealth of functions that are useful for customer understanding, such as “N1 real-time analysis function” and “LIVE analysis function”. Deep insights can be obtained through qualitative data such as thoughts and feelings, in addition to quantitative data such as clicks and conversions.

• • • • • feature
          • Optimal measures can be executed for each touchpoint, such as pop-up distribution and questionnaire functions.
          • N1 real-time analysis and LIVE behavior confirmation enable deep understanding of user behavior
          • By combining multiple products, it is possible to realize a customer experience that meets the company’s objectives and issues.
        • price
          • Inquiry required

USERGRAM

“USERGRAM” is a cloud service that specializes in sequence analysis, which is an analysis method that captures the user’s situation. With a unique interface that allows you to intuitively understand the order and flow of visitor actions within the site, you can grasp at a glance who, when, and from where they entered your site.

A major feature of USERGRAM is that it has an AI function that automates user analysis. By visualizing the order and flow of user behavior on the website with AI suggestions, you can grasp the pages that contribute to conversion and the user behavior that should be noted.

In addition, it is possible to find winning patterns by automatically sorting behavioral patterns by machine learning of behavioral data and quantitatively grasping the characteristic behaviors found.

• • • • • • feature
            • AI suggestions support discovering the order and flow of user behavior, enabling improvements that lead to better results
            • Provide a practical support program free of charge so that non-analytical members can also analyze data with USERGRAM
            • By acquiring customer IDs and member IDs, it is possible to measure user behavior regardless of channel or device.
          • price
            • Initial introduction fee: Free
            • Monthly fee (annual lump sum payment only): From 250,000 yen/month

AD EBiS

“AD EBiS” is a marketing effect measurement platform that measures the effect of all advertising media such as video ads and banner ads.

In addition to the effect analysis function for web advertisements alone, it is equipped with a customer journey analysis function that can evaluate the purchasing process from awareness to purchase based on the “human axis”. It is possible to visualize the conversion rate by verifying the optimal user flow, and by verifying the media by user attribute, it is possible to understand at a glance whether the content is being viewed by the target audience.

• • • • • • feature
            • The number of impressions and consumption amount for each advertising medium can be automatically acquired, and the effectiveness of advertising can be grasped in real time.
            • It is possible to centrally manage all analysis indicators including measurement data and conversion of all inflow channels
            • Equipped with evaluation indicators according to each marketing measure. All-in-one analysis from recognition to conversion
          • price
            • Initial cost: Free
            • Fee system
              Basic fee (flat rate) + Pay-as-you-go
              * Basic fee depends on the contract plan

In today’s rapidly changing times and the diversification of customer purchasing behavior, it is not possible to win the hearts and minds of customers with a one-sided approach for corporate convenience. The important thing is to get close to the thoughts and feelings behind the customer’s actions.

Customer journey analysis is an essential framework for understanding your customers. Carefully analyzing the behavior and thoughts of customers one by one and providing the necessary information when necessary will lead to the building of relationships with customers.