Data types to integrate in Journey Management
There are several types of data elements that can be connected to customer journeys, each providing us with different insights or a view of the truth. The combination of these sources gives a more comprehensive and accurate picture for decision makers.
It’s recommended to combine the various sources of data to build a picture that will eventually allow you to design an optimal customer journey and solve real customer issues.
The three types of data to collect are:
Behavioral data (Voice of the Process): transactional data that is collected as a result of the activity of the customer in the interaction channels. The transactional data is analyzed and transformed into behavioral patterns that uncover trends, patterns and relations between cause and action. This is also called the voice of the process.
Sentiment (experience metrics): the emotions and satisfaction levels expressed by customers collected through surveys, forums, social media posts, etc. The sentiment data is usually structured around experience metrics such as: NPS, CSAT, CES and others. They are a good indicator that can feed into touchpoints, stages, journeys or personas as illustrated below.
Operational data (business metrics): data related to the business KPI measured by the organization such as: churn rate, conversion rate, customer acquisition, customer lifetime value and more.
Ways to integrate data in Cemantica
Integrating external data into the Cemantica Journey Management platform, such as the different types of data elements listed above, can be done in three methods:
File imports
Self Service Connector (Integration Center): Available for Qualtrics, Survey Monkey, Sandsiv, monday.com, Medallia, Jira (more are coming)
Pre-built integrations - Cemantica has over 70 connectors
Custom integrations
👉 Cemantica offers more than 70 native connectors. Contact us to understand the best option for you and your organization at [email protected], and our team will be happy to assist you.