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Your Voice of the Customer (VoC) Toolkit: Sitecore XP’s Path Analyzer

The customer experience and Voice of the Customer (VoC) have been perennial topics for Verndale’s strategy team, both in theory and in practice.

From taking inspiration from a legendary innovator to making it ‘personal’ by looking inward and practicing some empathy to drive customer-centric strategies, the need for brands to deploy VoC programs based on customer research, insight, and perspective is more important than ever. But where do MarTech solutions fit in? Beyond serving the customer, they provide the data and insight into the barriers, friction and pain points throughout the customer experience to help drive experience optimization.

There is a myriad of tools in the market that were created to help gather customer insight, and if you’re on Sitecore, there are many at your fingertips that you may not have fully taken advantage of just yet. The first is Sitecore XP’s Path Analyzer – a feature of version 8+, and it got a huge facelift as part of the 8.2 release (more flexible views, additional data points, etc.) Path Analyzer is an application that allows you to create experience maps to glean insight into how users are navigating throughout your site, to help identify any breakage in the journey and validate what is working vs. what is not.

As I’ve said in the past, Sitecore is a highly customizable platform – to truly get the value out of all it has to offer (especially from a marketing and data perspective) some strategic preparation and configuration goes a long way. For Path Analyzer, configuring maps that align with site goals, user/contact types, and campaigns are all possible, and will provide greater insight into your customer journey than, arguably, other pathing tools I’ve seen as part of clients’ existing MarTech stacks (Google Analytics, etc.)

Sitecore’s Path Analyzer, although just one aspect of Sitecore’s Experience Platform (XP), is a great place to start when it comes to researching and analyzing your customer experience in support of a broader VoC program.

Ready to take a deeper dive? Tweet @VerndaleTweets using #StrategySays or drop us a line here to learn how to take the next step!