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The Customer Journey in Media and Entertainment

Data is immensely important to the modern focus on the customer experience (CX). But data is more than just some stodgy technical resource. It can be used to generate insights that media and entertainment organizations can use to make better decisions that are grounded in the right context. It enables business leaders to connect the dots and make customer experiences more engaging. And data is an accessory to a collection of interconnected consumer processes. It must flow freely within organizations so that it can help shed light on opportunities and challenges in consumer engagement. Leaving data to pool in unattended silos is counter-productive, and this type of restriction can keep your most experienced and talented leaders in the dark. That’s unfortunate whenever it occurs, but within the customer experience, it has particularly widespread consequences.

The CX process is a sequence of events that reflects where the consumer is across every moment of the customer journey. Interactions can come at any time, whether when an entertainment experience is happening, or before or after, for example when purchasing tickets or resolving issues with charges and billing. These interactions might have varying metrics or criteria for success within the organization, but they shouldn’t operate in isolation. Without contextual awareness of the interactions along the journey and how the consumer is engaging along the way, the teams handling each step in the process risk operating in a bubble, surrounded only by the kinds of data they are most comfortable using and unaware of important information that may be hiding in someone else’s data.


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About the Author


Keith Dawson

VP and Research Director
Ventana Research

Keith Dawson is responsible for Customer Experience (CX) research, covering technology that facilitates engagement to optimize customer-facing processes. His focus areas include agent management, contact center and voice of the customer, along with technology in marketing, sales, field service and applications such as digital commerce and subscription management. Keith’s specialization is in natural language speech tools and the wide array of customer analytics.