Designing Use-Cases to Gain Insights
A good way to design your queries is:
- Define your high-level objective; What insights are you hoping to gain?
- Define a set of questions that address each part of the objective.
- Write a query or set of queries that answer each question. When you write your queries, you will decide which events in the Interaction Context are useful for your queries:
- Using FROM, THROUGH, NOT THROUGH, OR TO, you can specify one or more Channels, Touchpoints, Lifecycle Stages, Activities, Interaction Points, Dates, or Assets.
- Using FOR you can specify a Proposition, Interaction Date, or Captured Value.
- Using WHERE, you can specify any action or specific actions, duration of journey, and count of.
Example 1: How do customers use customer support?
Objective: I want to understand how customers are using your customer support.
Questions you want to ask:
- Why do customers require support via an Assisted Channel?
- How successful is the assistance?
Possible Queries:
- FROM Assisted Channel
- TO Assisted Channel
- TO Activation Stage
- FROM Assisted Channel TO Activation Stage
Example 2: How do customers become advocates?
Objective: I want to understand how our customers become advocates for our product.
Questions you want to ask:
- How do our customers become advocates?
- Which become advocates the quickest?
- Define the results and outline the queries you'll need.
Possible queries:
- TO Activity: Advocate Product
- TO Activity: Advocate Service
- TO Activity: Advocate Product WHERE Duration <= 1 hour
Example 3: What are the most common customer interactions?
Objective: I want to find the most common interactions as customers progress from Awareness to Use stages when they transition channels more than three times.
Questions you want to ask:
- How many customers that were in the Awareness stage did not yet get to the Use stage?
- How many of those customers had use three channels or more?
Possible queries:
- FROM Awareness Stage NOT THROUGH Use Stage
- FROM Awareness Stage TO Use Stage WHERE More than 3 transitions
Example 4: Why do some customer journeys take longer than others?
Objective: I want to find out why some customers seem to take longer than others to go from Awareness to Enrollment. Lets assume long journeys take more than 5 days.
Questions you want to ask:
- Does the number of channels customers use differ and might that have an impact on the duration?
- Do the propositions customers look at have an impact on behavior?
Possible queries:
- FROM Awareness Stage TO Enrollment Stage WHERE More than 5 days
- FROM Awareness Stage TO Enrollment Stage WHERE Less than 5 days
