Customer & Journey Intelligence

Companies that do not know their target groups waste resources on the wrong channels, irrelevant messages and ineffective measures. Customer & Journey Intelligence creates the analytical basis to overcome both: a precise picture of how target groups behave along the purchasing process, and a robust understanding of the long-term value they generate and how stable that basis is. These insights are relevant not only for the operational management of marketing and e-commerce; they are equally decisive for investment decisions, the assessment of business models and the validation of growth assumptions within transaction processes.

Context and relevance

Managing target groups requires two analytical perspectives that are often treated separately in practice: behaviour along the customer journey and long-term customer value. Both perspectives, however, are structurally linked – anyone who does not understand how target groups make purchasing decisions cannot develop their value in a targeted way. And anyone who does not differentiate customer segments by CLV and churn risk loses the basis for economically well-founded channel and CRM management. In the transaction context, both modules moreover provide a robust basis for assessing the quality and stability of the customer base within commercial due diligence.

Our approach

At FOSTEC & Company, Customer & Journey Intelligence comprises two specialised modules (Figure 1: Customer & Journey Intelligence cycle):

Figure 1: Customer & Journey Intelligence cycle

• Customer Journey & Experience Analytics: omnichannel journey mapping, AI-supported touchpoint analysis and systematic identification of experience gaps for data-based management of all relevant contact points along the purchasing process.
• Customer & Cohort Analytics: CLV modelling, cohort analysis, churn prediction and segmentation for a robust understanding of the target-group base as an analytical basis for commercial due diligence and omnichannel strategy.

Both modules can be booked independently and unfold their full effect when journey insights and customer-value analysis are designed as an integrated programme.

Results and impact

Clients receive integrated, data-based transparency on the structure, quality and economic viability of their customer base along the entire customer journey. The analysis makes visible which target groups create value, through which touchpoints this value arises, and at which points friction losses or drop-offs occur.

On this basis, concrete management impulses are derived: clear prioritisation of target groups and channels, targeted allocation of marketing and CRM budgets, and the identification of central levers for increasing conversion, customer retention and customer value.

Position within the service portfolio

Customer & Journey Intelligence is part of FOSTEC & Company’s market intelligence portfolio. The complete portfolio comprises seven clusters with specialised analytical services:

• Demand & Market Potential Intelligence
• Assortment Potential Analysis
• Pricing & Revenue Intelligence
• Customer & Journey Intelligence
• Competitive & Share-of-Voice Intelligence
• Digital Shelf & Marketplace Intelligence
• Market Entry & Expansion Intelligence

Let us assess in an introductory conversation which target-group insights and customer-value potential are relevant to your strategy and management – data-based, pragmatic and with clear, actionable recommendations.