Customer Journey Mapping

Customer journey mapping is an essential tool for understanding customer behavior. It allows to map complete journey of each customer, understanding where they come from and what affects decisions to buy. The process of customer journey mapping associates customer activity on the website and in back-office systems such as CRM and payment system so that the complete lifecycle of the customer can be understood.

Able Customer Data Platform makes it easy to implement customer journey mapping even in complex funnels. It combines data about customer journeys collected using form tracking with server-side data such as sales in a CRM or a payment system to build a complete first-party customer profile.

All collected data are available in the Able CDP dashboard under the Customers tab. It displays recent history or locate a specific customer. Customers can be filtered by event types (for example, all customers who made a purchase) or searched by one of the identifiers such as email or order id.

The customer view consists of two main sections.

Customer Overview

Upper section of the page displays details about the customer that are used to track who the customer is.

  • Keys. List values that are used to identify the customer uniquely. Email is the most common one. This section also keeps track of third-party tracking identifiers that belong to the customer such as Google Analytics Client Id. These details can be used to locate the same customer in Google Analytics, Stripe or another external service.
  • Lead Details. Lead details section includes non-identifying details entered by customer. For example, personal name or a company name entered in a lead form. These details help to understand who the customer is, but aren't used as a means of identity for attribution.
  • Attribution. Attribution section displays first-touch customer attribution calculated by Able CDP. They usually reflect details derived from the first known page view on the website made by the customer.

Customer Journey

Customer Journey section renders customer journey map, allowing to visualize the customer's journey to understand steps that were taken by the customer before a purchase was made. Customer journey mapping is modelled around funnel events that happen to the customer throughout the customer lifecycle.

Customer Journey Mapping automatically attributes events that happen on the website and in back-office systems such as CRM and payment providers to the same customer. All third-party events are also translated to a standard set of events, helping to understand customer journey map.

Customer Journey Map example
Example of a customer journey map.

Events of the same type that happened repeatedly are grouped to make it easier to see the entire journey. They can be unfolded and shown individually by clicking on the event name with the "⇅" symbol.

Clicking on the type of the event will display detailed information about the event: when and where it occurred, referrer URL, browser details etc.

The customer journey map also displays enabled integrations to which the event was sent, as well as whether the event was received correctly. If an API error has occurred, its details are displayed as well. This helps to quickly verify whether the specific event should be expected to be present in the external service.