What is Journey Science?
Journey science is a cross-functional discipline that combines research-based insights with data-driven evidence in order to understand, predict, and optimize the customer journey at every touchpoint.
“Today’s customer journey is an iterative, complex, pinball of touchpoints.” —David Louis Edelman
Customers don’t think in terms of channels or product lines, they just think about the brand. They want brands to understand their needs and help them on their journey, no matter what channel or business unit they are interacting with.
The practice of journey science can help organizations better understand and predict the needs of customers in order to provide frictionless and cohesive brand experiences. Through a combination of qualitative insights and quantitative data, journey science helps brands understand their customers, the actual experience they are providing them, how to improve upon it, and the gaps that exist to get there.
