Adobe Customer Journey Analytics  |  Prepared for Deluxe

From digital analytics to customer journey intelligence

Deluxe can build on its Adobe Analytics foundation to connect digital behavior with customer, order, service and lifecycle context. The goal is not more reporting. It is a clearer view of the journeys that create, retain and expand customer value.

Designed for business, marketing, analytics, ecommerce and technology leaders. Focus: enterprise value plus practical, customer-validated use cases for the Print business.

Executive point of view

The next analytics question is about the whole journey

Deluxe has a strong reason to modernize analytics without discarding the value already created in Adobe Analytics. Adobe Analytics answers important questions about digital properties and digital interactions. Customer Journey Analytics extends that investment to questions that span customers, channels, orders, service interactions and time.

The next analytics question is increasingly not “what happened on the website?” but “what happened across the customer journey, why did it happen, and what should we learn from it?”

Deluxe reality

Existing Adobe Analytics investment

Analytics challenge
Digital measurement remains valuable, while Deluxe described Adobe web data as largely separate from call-center data.
CJA opportunity
Preserve the familiar analysis experience while extending the journey to CRM, call-center and order outcomes.

Deluxe reality

Customers move between web and assisted channels

Analytics challenge
Deluxe said understanding when customers move from phone to online, how purchasing changes, and what is happening across the journey requires substantial effort.
CJA opportunity
Connect digital and call-center events at the person level to analyze the sequence of interactions.

Deluxe reality

Not every call has the same business value

Analytics challenge
Deluxe said phone orders have higher average order value than online orders, while some online orders still require human intervention.
CJA opportunity
Distinguish interactions better suited to self-service from assisted journeys that contribute to order creation and value.

Deluxe reality

Fragmented data and governance requirements

Analytics challenge
Deluxe previously confirmed data is not holistic even within PrintCo and raised contractual and compliance constraints around customer data.
CJA opportunity
Start with a bounded use case and available identifiers, with governance and data-use requirements built into the validation plan.

What CJA solves

Four gaps that slow down journey questions

Each one is a place where a digital-only view runs out of context.

Fragmented journey visibility

One view across touchpoints

Bring web and other experience data together with customer, call-center, transaction and service data so analysis can follow the connected journey.

Digital-only context

Outcomes beyond pages and sessions

Extend analysis beyond pages and sessions to calls, call reasons, orders, repeat behavior and service outcomes when those datasets are connected.

Identity fragmentation

The same person, across channels

Use appropriate identifiers to analyze the same person across digital and offline interactions, subject to Deluxe data and governance choices.

Slow question-to-answer cycles

Less piecing together

Reduce repeated piecing together of separate web and call-center views and enable flexible journey exploration in a shared analytical environment.

The incremental value

Adobe Analytics to CJA: a two-year transition path

Deluxe would have two years to transition from Adobe Analytics to CJA. Adobe Analytics is the digital analytics foundation Deluxe has built on. CJA expands the analytical canvas when the business question crosses channels, systems, identities or lifecycle stages.

DimensionAdobe Analytics foundationIncremental value with CJA
Primary scopeDigital interaction and digital property analysisJourney analysis across connected online and offline datasets
Customer viewDigital visitor and session analysisPerson-level analysis across connected interactions when identity and data are available
AttributionDigital attribution approachesApply attribution across connected web, call-center and order outcomes
Analysis experienceWorkspace-based explorationFamiliar Analysis Workspace patterns extended to broader journey data
Business questionsWhat happened in a digital experience?What happened before and after the digital interaction, and which journey produced the outcome?

Customer-validated opportunity

Optimize the web-to-call journey

Core business question

Which customer journeys should remain digital, and which benefit from an assisted interaction?

Web, CRM and call-center data are the primary sources of interest, and today those interactions live in separate places. The business need is broader than call deflection: understand the economics of the channel transition and make better decisions about where to remove friction versus where assisted service contributes value.

Understand the handoff

Analyze what customers were doing on the website before a call and where the digital-to-call transition occurs.

Separate friction from valuable assistance

Use call reason and journey context to distinguish routine needs that may be suited to self-service from interactions tied to order creation.

Connect behavior to orders

Trace web pages, searches and call reasons through to call-center orders to understand which paths contribute to successful outcomes.

Reduce analytical stitching

Provide connected views of web and call-center behavior instead of repeatedly reconciling separate channel datasets.

Print business

CJA Use Case Examples

Use case 1 of 5

Web-to-call journey optimization

CJA analysis

Connect web activity, person and customer context, call interactions, call reasons and orders. Analyze which journeys should self-serve versus transition to assisted service.

Data to validate

  • Adobe Analytics and digital events
  • Customer identifier
  • CRM
  • Call-center events and reasons
  • Order outcomes

Example success measures

  • Digital completion
  • Assisted conversion
  • Order value by journey
  • Repeat-contact rate

Adobe CX Enterprise Coworker

Ask your journey data in plain language

Adobe CX Enterprise Coworker can make connected customer journey data more accessible and actionable for Deluxe teams. Once web, call-center, CRM and order data are available for analysis, a Deluxe user could ask in natural language:

Why did online conversions decline?

Where are customers falling out of the purchase journey?

Which digital interactions are associated with customers moving to the call center?

Coworker supports data exploration, root-cause analysis, anomaly investigation and stakeholder-ready summaries. Teams can move from identifying a change in performance to investigating the underlying drivers without first building a new report for every question.

  • Data exploration
  • Root-cause analysis
  • Anomaly investigation
  • Stakeholder-ready summaries

Example prompt

“Why did online order conversion decline last week? Identify where customers dropped out of the digital journey and whether those customers subsequently contacted the call center.”

An illustration of how Coworker’s root-cause and journey-analysis capabilities could apply to Deluxe.

For Deluxe, that could help teams more quickly distinguish digital friction that may warrant improved self-service from assisted journeys that contribute to successful order outcomes.