Today’s buying journey is more fragmented than ever before. Invoca conversation intelligence AI connects the online experience to phone calls, giving marketers a complete view of the customer experience.
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“Invoca has helped us bridge the digital experience together with what was happening on phone calls. We can now see the full end-to-end customer journey, and make the right changes to improve it.”
-Kellyanne Perez-Vera, Marketing Activations Manager at Verizon
Customer journey analytics tools give marketers visibility into how customers are interacting with their brand at each touchpoint. Marketers can see which channels and campaigns are driving the most engagement and conversions, and identify areas where the customer journey may be falling short.
With customer journey analytics, businesses can identify inefficiencies in buyer journey and experience issues that create barriers to purchase. Teams can streamline the customer experience by removing these bottlenecks, improving conversion rates.
Customer journey analytics tools can help marketers ensure that the customer experience is consistent across all touchpoints and channels, increasing customer satisfaction and brand loyalty.
Customer journey analytics tools can give businesses rich insights into customer behavior, preferences, and pain points. This data allows you to personalise customer interactions based on their preferences and behavior, leading to more targeted marketing and higher customer engagement.
Phone calls are a goldmine of insights — in these conversations, your customers are sharing what they need, how to make them happy, and any experience issues they’re encountering. With restrictions tightening around third-party data use, phone calls are an often untapped sources of first- and zero-party data that can fuel personalisation and unlock new growth opportunities.
Invoca makes it easy to get granular customer journey data — down to the search keyword level — so you can see exactly how a customer interacts with your campaigns and website before they pick up the phone. You’ll get data including keyword, landing page, campaign, and Google click ID to accurately optimise your conversion paths, correct customer experience issues, and drive more high-value phone leads.
Phone calls are one of the richest sources of customer data, but it’s difficult for marketers to unlock these insights — listening to every call isn’t feasible or scalable. Invoca solves this problem by using AI to capture insights and identify trends from your phone conversations at scale.
With Invoca, you can tie conversations to individual web sessions to identify exact points where customers exit the digital experience and reach out for human assistance. You can then tap into the conversations to understand what issues caused them to pick up the phone. With these insights, you can make data-driven improvements to your digital experiences to improve conversion rates and minimise calls for routine purchases.
Your personalisation strategy is only as good as the data you feed it. With Invoca, you can automatically route callers according to the product or service pages they visited during their journey. PreSense allows you to feed your contact center agents data about the caller’s digital journey before the call begins, so they can personalise the conversation accordingly.
In addition, you can use past phone conversations to personalise how you remarket to your customers. For example, you can retarget callers with ads for the products or services they expressed genuine interest in, and even tout the specific features or differentiators they inquired about. If they bought from you over the phone, you can serve them ads for relevant companion purchases or suppress them from seeing irrelevant ads.
Invoca isn’t just another software tool in an already crowded tech stack — it has deep integrations with the customer journey analytics tools you use every day. In addition, Invoca offers no-code integrations, which make it quick and easy for you to activate call attribution data in your tech stack, without developer resources or custom code builds. Popular no-code integrations include Google Analytics 4, Salesforce, Decibel by Medallia, Tealium, and more. See our full integration library here.
In a competitive market where customers have more choices and higher expectations, a customer-centric approach allows marketers to differentiate their brand. Marketers who care about the customer journey and invest in optimising it can increase customer satisfaction and brand loyalty, unlocking new growth opportunities.
When you track the end-to-end customer journey, you can identify inefficiencies that are harming your conversion rates. For example, you may learn that, while a paid search campaign is driving high-value phone leads, those callers are being routed inefficiently at the contact center, causing high abandonment rates. Correcting issues like this pays dividends for revenue generation.
When a customer is satisfied with a product or service, they are more likely to trust your brand, make repeat purchases, and recommend it to others. By prioritising customer satisfaction and delivering seamless experiences, brands can establish a loyal customer base that supports them in the long term.
When teams make an effort to understand the customer journey, they may learn new insights about their customers. They can, in turn, use these insights to tweak marketing messaging to align with customer needs, improve operational efficiency, and even inform research and development efforts.
Optimising the customer journey can also provide marketers with a competitive advantage. By delivering a better customer experience than their competitors, businesses can differentiate themselves and gain an edge.
“The car buyer journey is different for everyone — some people want safety features and others want performance. Invoca has helped us tap into phone conversations so we can understand each buyer’s unique needs. As a result, we can deliver a truly peerless car-buying experience.”
-Marc Cannon, EVP & Chief Customer Experience Officer, AutoNation
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Customer journey analytics tools help businesses track and optimise the customer journey across various touchpoints and channels. These tools collect data about customer behaviors throughout the entire path to purchase, providing valuable insights into customer preferences, pain points, and opportunities for improvement.
Today’s customer journey is fragmented across many different channels — customer journey analytics tools help teams piece it together to get a unified view of the end-to-end experience. They enable marketers to make data-driven decisions, personalise messaging, and enhance overall customer satisfaction.
Customer journey analytics tools track a wide range of data points throughout the path to purchase, including:
Customer journey analytics tools help you gain a unified view of the path to purchase — this allows you to identify pain points and barriers to purchase that are harming conversion rates. By correcting these issues, you can create a seamless buying experience that delights customers.
Customer journey analytics tools can also help you identify new opportunities to personalise each customer’s experience, making them feel valued and known.
Customer journey analytics tools can integrate with a wide range of marketing technologies to provide a complete view of the customer journey. Some common marketing tools that customer journey analytics tools integrate with include:
Want to learn more about Invoca can help you optimise the customer journey? Check out our Invoca for the customer experience page or you can request a personalised demo.
