Because this is where the people who have the most

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Think about how risky it is to follow opinions. You really need to follow data to really understand what your customers are looking for. “ In English: “ Booking.com’s decisions are based solely on data. Think about how risky it is to make decisions based on opinions. You need to follow data to truly understand what your customer wants from you. This is what Gillian Tans, CEO of booking.com, said at the TNW Conference 2016. If you want to use your customer journey map to find out what your customer needs from you and how you can help them, you must not rely on assumptions and opinions, but rather obtain reliable data .


Otherwise, you can never be sure that your customer journey map is really Special Data meaningful and relevant . If you lack a solid foundation, your customer journey map cannot develop its full potential to provide real assistance. Data for customer journey map On the way to completely satisfied customers, reliable data provides you with the right basis for your customer journey map. If you want to know where problems arise for potential customers, you should use different sources of information . You have the following options: Web Analytics: No matter whether you run an online shop or offer services, you won't get far without web analytics.




Reports about the behavior of users on your website, their path to your site and their movements on it offer you valuable insights. This way you can find out how users interact with your site and where there are problems. Depending on which questions or parts of your customer journey map are involved, you will need different information. If you need information about how users find your site, you should take a closer look at the acquisition report in Google Analytics, for example. However, if you want to know what is stopping visitors to your site from placing an order, the funnel visualization in the conversion report can help you. Customer service: An important source that you can ask directly is your own customer service. Contact with your customers are located.