The modern contact center is no longer just a place where phones ring; it is the nerve center of customer experience (CX). Customers today interact with brands across an array of channels, web, mobile, social media, voice, and email, expecting a seamless experience every step of the way. This is the omnichannel customer journey.
Understanding this journey is critical, but manually tracking a customer who starts a chat on your website, pauses, and then calls your support line three days later is nearly impossible. This is where Artificial Intelligence (AI) steps in.
Here is how you can harness AI to map these complex journeys using Genesys Cloud CX, and why doing so is a game-changer for your business.
The “Why”: Benefits of Journey Mapping
Before diving into the how, let’s look at why journey mapping is essential. According to industry insights, mapping the buyer journey allows businesses to move beyond guessing and start guiding. Companies with a formal customer journey management program experience 21% year-over-year growth, compared to a 2.2% decline for those without. 1
Identify Friction Points: You might think your checkout process is smooth, but a journey map might reveal that 30% of customers drop off after a specific payment error. Mapping exposes these hidden gaps.
Align Marketing and Support: Understanding where a customer is in their lifecycle (Awareness, Consideration, or Decision) helps agents tailor their conversations. You wouldn’t want to upsell a customer who is currently frustrated with a support ticket.
Increase Conversions: By anticipating obstacles and addressing them proactively, you smooth the path to purchase, directly impacting your bottom line.
True Personalization: When you know the history of a customer’s interactions, you can treat them as an individual, not a ticket number. This drives personalization and customer loyalty.
Harnessing AI with Genesys Cloud CX
Genesys Cloud CX moves beyond static maps by using AI to make journey management dynamic and actionable. Here are specific ways to utilize these capabilities:
1. Automated Data Stitching (Unifying Silos)
One of the biggest hurdles in journey mapping is data silos. Your web analytics team sees one thing, and your call center manager sees another.
How AI helps in Genesys: Genesys Cloud CX uses automation to stitch together events from disparate sources (web, app, voice) into a single, unified data model. You don’t need complex manual data entry; the system aggregates this data to give you a “single source of truth.”
- The Win: You can see the actual path a customer took, rather than the “happy path” you designed for them.
2. AI-Powered Predictive Engagement
Mapping is often retroactive by looking at what happened yesterday. Genesys uses AI to influence the journey as it happens.
How to use it: Utilize Predictive Engagement to track customer behavior on your website in real-time. The AI analyzes the customer’s navigation patterns and predicts if they are likely to abandon a cart or if they are confused.
- The Action: If the AI detects hesitation, it can automatically trigger a chat bot or offer a callback from an agent, intervening at the precise moment the customer needs help.
3. From Insights to Orchestration
Seeing the map is step one; fixing the road is step two. Genesys Customer Journey Management allows you to take the insights gained from AI analysis and feed them directly into your routing strategies.
Here’s a scenario when a “road needs repair”. If your journey map shows that customers viewing the “Billing FAQ” page almost always end up calling support, you can use that insight to change the IVR (Interactive Voice Response) experience for those specific callers. When they call, the AI recognizes their recent web activity and prioritizes them for a billing specialist rather than a general agent.
Conclusion
Harnessing AI for journey mapping transforms your contact center from a reactive cost center into a proactive growth engine. By using tools like Genesys Cloud CX to visualize, analyze, and orchestrate these journeys, you ensure that every customer feels understood, valued, and guided efficiently toward their goals.
References
1 Customer Journey Mapping Lead the Way to Advocacy, Aberdeen Group https://bit.ly/4pbZSNa
https://www.genesys.com/blog/post/mapping-the-buyer-journey-strategies-for-business-success
https://www.genesys.com/capabilities/customer-journey-management
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