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Practice paper

The recipe for success in creating frictionless customer journeys

Stephanie Burton
Applied Marketing Analytics: The Peer-Reviewed Journal, 10 (1), 42-50 (2024)
https://doi.org/10.69554/YGGF9119

Abstract

Customers now demand seamless experiences across all points of contact. To deliver on this expectation, organisations need a reliable marketing architecture for accurate omnichannel customer journey analysis. This allows them to identify and eliminate friction points that hinder customer satisfaction. However, disparate channels of data often utilise different customer identifiers, creating a challenge in unifying data for comprehensive analysis. By focusing on a strong customer identity strategy and leveraging technological advancements to seamlessly combine data at the individual level, organisations gain an advantage in crafting consistent and frictionless customer experiences. This approach follows a specific recipe, with key steps to identify and remove friction points. Professionals involved in creating or measuring omnichannel experiences will find valuable insights and practical tips within this paper, along with learnings from renowned customer-centric companies like Uber, Netflix and Amazon. Delivering consistently exceptional customer experiences allows companies to command premium prices, build long-term brand loyalty and solidify their reputation as truly customer-focused organisations.

Keywords: customer experience; customer journey; customer identity; frictionless; seamless; omnichannel analysis; cross-channel analysis

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Author's Biography

Stephanie Burton is an expert solutions consultant for Adobe, helping clients learn how to uncover valuable insights and become a data-driven decision powerhouse using Adobe Analytics, Customer Journey Analytics and Adobe Mix Modeler. With over 20 years of experience in digital analytics, Stephanie has worked with hundreds of top name brands across all industries. Stephanie's most recent areas of expertise include data governance, attribution and developing broad-scale enablement programmes across solutions. Prior to joining Adobe, Stephanie worked client side in marketing analytics for the travel industry. She holds a bachelor of science from the Georgia Institute of Technology and a master of business administration from the University of Georgia.

Citation

Burton, Stephanie (2024, June 1). The recipe for success in creating frictionless customer journeys. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 1. https://doi.org/10.69554/YGGF9119.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 10 / Issue 1
© Henry Stewart
Publications LLP

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