Customer journeys that are not based on real customer stories can be incredibly dangerous—they’re filled with assumptions that might be incomplete or downright wrong.
At the same time, who is going to write a better story than user and customer experience experts? A qualitative research made by the employees is necessary and complementary to the real story.
Invite your customers, but also your- design, consultancy, developing, content and human resources- expert colleagues to your workshops. The insights and perspectives you can get from this are going to add value to your customer studies and validate your assumptions.
Assuming this, the million-dollar question is ‘How do we perform the best customer journey analysis and what can we do to deliver an auditable qualitative analysis?’
Using Ethnography to improve user experience
Kicking your customer experience (CX) into high gear requires an intimate knowledge of your customers’ journey from start to finish.
That’s the reason why we use ethnographic studies.
Ethnography is a branch of social research that descends from anthropology. This science is conducted ‘in the field’. That is why ethnographers systematically observe, participate and interview groups of people in their natural environments.
We perform the same kind of research in the user experience arena. This exploration is carried out at the moment of the customer journey analytics. The behavior of users, digitally speaking, must be tracked systematically and in real terms.
Why were you doing your customer journey wrong?
We cannot make analysis for customer journeys in the science-fiction world. Journey mappers sometimes forget of looking at what happens outside the digital platforms, and these external factors are the ones that have a strong influence on the user and must be taken into account. environmental factors, the models the user takes as a reference, the influence of other people and other external factors. These factors will get us to understand the user in a holistic and heuristic way.
Marketing research and internal analysis are not like they were 5 years ago. What we loved about qualitative analysis like surveys, tracking, A/B testing and customer segmentation is evolving to the following new ethnographic techniques, that look further in a deeper and qualitative side of the UX or CX. Here is your salvation:
Here you can see the evolution that regular and past techniques are going to experiment with the implementation of ethnographical solutions for marketing analysis that must be updated:
Is your organization already using these techniques?