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Data-driven Journeys

Data-driven journeys empower decisions from real time insight

Integrated data in Journey Management, from design to execution

Effective journey design entails identifying and mapping essential stages of the Customer Experience, establishing performance metrics to continuously optimize interactions. Continuous improvement comes from understanding your current status through measurement but also ensuring that you are bringing in all the information you need to make data-driven decisions.

Once you have mapped your customer journeys in the Cemantica platform during the discovery and design process, go a level deeper by seamlessly integrating data into your Journey Maps in real time via our Integration Center. More than 70 connectors available as data integration tools including Qualtrics, Medallia, Salesforce and more will help enrich your insights and help you make the right improvements.

When you move on from persona-based journey design and start to implement experience improvements, go further and integrate our JVMP boosters. For example, harness all your data with the Journey Insights Hub, it integrates into your existing platforms (CRM, ERP, Email, Ticketing, etc.), bringing in broader data sources surfacing holistic insights and identifying patterns and opportunities beyond maps.

AI-driven journey optimization with Alex AI Pro then acts on these insights in real time, continuously testing and improving interactions, enabling faster refinement, better experiences and stronger business outcomes.

Data-Driven Journey Management White Paper
Journey Insights Hub

Download Connectors Brochure Our Packages Journey Value Management Platform
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What can you integrate in data-driven Journey Value Management?

Cemantica is a flexible Journey Value Management Platform, allowing you to integrate data where and when you need it, from design to execution. For example during journey discovery and design, bring in data from your CRM to help create and enrich Personas, qualify Touchpoints with data from applications running behind the channels (e.g. website, PoS etc.), inject VoC data to create a picture of customer sentiment and spot the real Opportunities better.

To execute those journey improvements, the Journey Insights Hub booster aggregates large volumes of operational, transactional and behavioral data from your information systems, consolidated into a unified data model to provide insights into actual customers and their behavior in real-time.

Behavioral data

Behavioral data

Transactional data (Voice of the Process) held in business apps that is collected from customer activity in each interaction can help to uncover patterns and trends.

Sentiment data

Sentiment data

Emotions and satisfaction levels expressed by customers in VoC programs. Data is fed directly into journeys and personas.

Operational data

Operational data

Business metrics and KPIs (such as churn rate, CLV) integrated directly in journeys and CX programs align objectives and connect initiatives to the bigger picture.

Your steps to data-driven decision making in journey design

Voc data

Connect your data easily in Cemantica

All data sets can be integrated using Excel, CSV, Web services through our API or through our 70+ connectors, including Qualtrics, Medallia, Salesforce, Microsoft Dynamics 365, Survey Monkey, Power Bi, Snowflake, Jira etc.

Set business targets

Set your business targets in your CX Program

Align company objectives from business data to relate to your Customer Experience strategy in your CX Program with KPIs so you can monitor and track performance.

Full connected

Real time data for continuous improvement

All data is integrated into the customer journey maps and analyzed in real time. Easily manage your journey portfolio with ongoing updates.

Actionable insights

Turning “static data” into actionable insights

Adjust the way you create personas in the future, adjust CX priorities, pinpoint and resolve friction areas more quickly along your journey from customer insights.

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Gitana Veličkaitė Remeikienė trans

Strategic Staffing Solutions

The innovative features, such as integrating VoC into Journey Maps, and valuable guidance from the team, prompted our upgrade from Expert to Enterprise package.

Gitana Veličkaitė-Remeikienė, Customer Experience Manager

What is customer data integration?

What is VoC data and how can it drive better decision making? The customer voice (often called VoC or Voice of the Customer) is a key ingredient of understanding and improving your customers’ experience; because it focuses on real customer needs, wants, expectations and preferences. By purposefully inviting, collecting and integrating VoC into your Journey Management approach in a structured way, using Voice of Customer tools, your organization keeps up with changing customer demands and shapes data-driven strategies.

In Cemantica, you can bring in VoC data in two ways, firstly with our Integration Center via Connectors (including Medallia, Survey Monkey, Qualtrics and more) and also via the in-journey surveys features in our Cemantica Engagement booster, allowing you to send VoC surveys directly from an interaction in the customer journey to collect feedback specific to journey context, and even automate them based on triggers. These options work well together, providing the customer an amplified voice throughout both journey design and continuously during operations.

Download VoC Data Integration Brochure
Cemantica Engagement Booster

Start your data-driven customer journey

Whether it’s NPS feedback, satisfaction surveys, case studies, customer interaction data stored in your CRM etc., your customer voice starts to enrich your analysis, tests journey hypotheses and decisions based on this continuous data feed.

When combined with wider business data using Journey Insights Hub in Cemantica JVMP you operationalize your designed journeys and your ongoing data ingestion model becomes a loop of continuous refinement and personalized engagement. Use the Value Measurement booster to test and learn, build scenarios and drill down into business drivers.

Watch VoC Data Integration Overview Value Measurement Booster
Data driven Journeys