Path Finder - An Overview
Table of Contents
Introduction
As your business advances, understanding your customers' journey and their experience is of vital importance. Each prospect approaches a product differently and access different touchpoints. While some complete their journey, some are stagnated in a stage, while the rest drop off altogether.
The primary mode of finding out the reasons as to why every customer behaves a certain way is to map their journey with your business. By mapping, we mean setting up various personas and mapping their journeys based on the most popular interactions. To obtain an extensive understanding, you need a systematic tool that can generate paths based on real time interactions.
Path Finder in Zoho CRM is a tool built to capture live interactions with your business as signals and record them as unique paths, also known as journeys. It depicts the paths in three different graphical reports, to comprehend the observed journeys better.
A journey is a non-linear path that varies from one customer to the other. Although the elements present in your business are the same for all customers, the route they take to complete their transaction is often unpredictable.
These paths offer various insights and allow you to find out the path that leads to the best outcome (customers completing their journeys), paths that are broken or lead to stagnation, most popularly used paths, or even the ones that are unused.
With these insights, you can
Optimize the quality and responsiveness of your touchpoints
Identify, resolve, or remove unproductive touchpoints
Discover your customer personas and patterns
Develop cross-selling and up-selling sales targeting strategies
Design, orchestrate, and streamline your process based on the customer behavior
Manage your (marketing) spends on the right touchpoints
Orchestrate personalized and contextual customer experience at each step of their journey
Connect and facilitate cross-channel journeys through different products
Proactively arrest customer churn or drop-outs happening during the journey.
Components of Path Finder
Touchpoints - Interactions users have with your business, captured as Signals.
States - Stages present in your business that users access in their desired order.
Identifiers - Unique parameters to identify users each time they access and resume their journey with your business.
For more details on these components, refer to this article.
Availability and Permissions
Path Finder is available for Enterprise and Ultimate editions.
Users with the Administrative profile can access this feature.