Journey analytics: The measurement core of Customer Journey Management
Whether you're discovering a journey or designing one, analytics is how you know it's working.
Customer Journey Management gives you two ways of knowing your customer's journey. You can discover it—observe the paths customers are already taking, on their own, across your business. Or you can orchestrate it—design the path you want them to take, and guide them along it with contextual actions.
Path Finder does the first. Journey Builder does the second.
But discovery and orchestration are only half the story. Once you've mapped a path or built a journey, youstill need to know: is it working? Where do customers linger, and where do they leave? Which route converts, and which one quietly fails? That's the question analytics exists to answer—for a discovered path just as much as for an orchestrated one.
Purpose of journey analysis
The purpose of journey discovery and orchestration is to create a positive impact and experience for your customers. You'd want them to sail through your process smoothly, ascend across departments without delay—exhibiting your brand's core values and ethos at every touchpoint, and coming up with creative ideas to enhance the way they feel about transacting with your business.
And, what's next?
You'd want to analyze and measure the success of those journeys. You'd want to break the journey down, analyze the impact, understand the velocity, progression, distribution, concentration, accomplishments, and failures—to come up with a tighter, more robust, and delightful experience delivery. This holds whether the journey in question was one your customers found on their own, or one you built for them. The measuring stick is the same; only the story it tells changes.
Analytics in CommandCenter
Zoho CommandCenter comes with an in-built analytics module that measures all these focus areas about journeys in your organization—both discovered and orchestrated—as part of the suite's journey management capabilities.
Capabilities
With the analytics module in CommandCenter, you can:
- Build individual dashboards for each of your analyses
- Create charts to represent journey projections
- Understand how many customers reach your target stage—how long they take to get there, and more
Note: This analytics module includes collective insights of all customer journeys taken in your business. Default reports from Path Finder and Journey Builder will help you analyze individual journeys taken.
Limits
- Number of dashboards in an organization: 10 dashboards per organization
- Number of components in a dashboard: 20 reports per dashboard
- In total, an organization can have 200 analytical components—shared across Path Finder and Journey Builder.
Controls in each dashboard
Dashboard components can be resized, reordered, and removed. You can also move components from one dashboard to another. Additionally, dashboards can be renamed, made default, or deleted.
Two lenses, one module
Path Finder and Journey Builder read very differently at the native-report level—and that difference is worth holding onto, because it's the difference between watching and directing.
But underneath these different native views, both features draw from the same analytics module—the same seven chart types, the same dashboard limits, the same controls. What changes is the story each chart tells: a Bar Graph on a Path Finder configuration compares discovered touchpoints; the same Bar Graph on a Journey Builder configuration compares designed stages. The mechanics don't change—the meaning does.
Types of analyses
There are seven types of charts available for journey analyses.
Journey charts:
- Line Graph — traces performance, growth, and progression against two measures, with a mean line for the average
- Bar Graph — a comparative study of two or more entities across measures and variables
- Pivot Report — examines a data point at the intersection of two journey dimensions at once
- Heat Map — represents concentration and value through color intensity
- Progression Analysis — compares how records move between selected stages or touchpoints
- Goal charts:
- Goal Chart — tracks progress toward a defined stage goal over time
- Target Meter — measures current achievement against a defined target
All seven are available for the reports of both Path Finder and Journey Builder. The configuration steps are identical either way—name the report, choose the configuration to analyze, pick your data and measure. What differs is only what you're pointing them at, and what you're hoping to learn. For the full walkthrough of each chart type, with configuration steps and worked examples:
Discovering paths? See Analyze your customer paths: Exploring Path Finder reports
Orchestrating journeys? See Analyze your customer journeys: Exploring Journey Builder reports
In short
A discovered path and an orchestrated journey answer two different questions—one tells you what your customers are already doing, the other tells you whether what you designed is working. Journey analyticsis the layer that sits underneath both, turning either kind of map into something
and act on. you can measure, trend, and act on.
Access your files securely from anywhere
Zoho CRM Training Programs
Learn how to use the best tools for sales force automation and better customer engagement from Zoho's implementation specialists.
Zoho DataPrep Personalized Demo
If you'd like a personalized walk-through of our data preparation tool, please request a demo and we'll be happy to show you how to get the best out of Zoho DataPrep.
- Zoho Workerly Home
- Forums
- Connect With Us:
- Zoho Recruit Home
- Forums
- Connect With Us:
Zoho FSM Video Tutorials
Centralize Knowledge. Transform Learning.
All-in-one knowledge management and training platform for your employees and customers.
New to Zoho Writer?
Create. Review. Publish.
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Zoho Marketing Plus?
Everything you need to run your marketing
You are currently viewing the help pages of Qntrl’s earlier version. Click here to view our latest version—Qntrl 3.0's help articles.
New to Zoho Survey?
Zoho Sheet Resources
Zoho Forms Resources
New to Zoho Sign?
Zoho Sign Resources
Sign, Paperless!
New to Zoho TeamInbox?
Zoho TeamInbox Resources
New to Zoho CPaaS?
Design. Discuss. Deliver.
New to Zoho Workerly?
New to Zoho Recruit?
New to Zoho CRM?
New to Zoho Projects?
New to Zoho Sprints?
New to Zoho Assist?
New to Bigin?
Related Articles
Customer journey management: A deep dive into the craft of experience engineering
Release news: Dear Customers, This document applies for customer with CommandCenter 2.0 enabled in their organization. Coming with new UI and UX controls, 2.0 deals with enhanced functions for a seamless customer journey management. Click here to ...Introduction to Zoho CommandCenter
Release news: Dear Customers, This document applies for customer with CommandCenter 2.0 enabled in their organization. Coming with new UI and UX controls, 2.0 deals with enhanced functions for a seamless customer journey management. Click here to ...Orchestrating customer journeys using Journey Builder
Give your customers a friction-free experience all along their buyers' journey From receiving a lead in your business to converting them as a contact and closing a deal with them, your prospect is interacting with one business entity—your brand. And, ...Track your customers’ journeys: Reports for Journey Builder
The success of an orchestrated journey can be seen through its results: delight through customer experience. But, to derive the real picture of what went well and what didn’t, where the drop-outs happened, what are the hotspots, the popular route of ...Import your flow sketch into Journey Builder
Journey Builder is about orchestrating expansive journeys that are representative of your CX strategies. Now, instead of recreating, digitizing the already documented, discussed, proposed flow once again inside Journey Builder, CommandCenter gives ...
New to Zoho LandingPage?
Zoho LandingPage Resources