Link complex customer journeys: Lexer Event Chaining

If you've ever wished you could see exactly how your customers interact with your business across different touchpoints, you're not alone. For most brands, tracking customer journeys feels like trying to solve a puzzle with pieces scattered across multiple disparate systems. 

That's where Lexer Event Chaining comes in – a new breakthrough capability that transforms how brands understand and analyze complex customer journeys across disparate systems and channels.

Crucial connections

At its core, Event Chaining is a sophisticated way to connect all the dots in your customer's journey. Imagine being able to see how a customer browsed your online store, visited your physical location, interacted with your support team, and made purchases – all in one timeline. 

Traditional tracking often misses crucial connections. For example, when a customer browses online, visits your store, then makes a purchase later through your app, these might look like three separate interactions. Event Chaining connects these moments, revealing the complete story of how your customers engage with your business.

"Traditional customer data platforms struggle to connect related interactions across different systems and timeframes," said Aaron Wallis, CTO and Founder of Lexer. "Event Chaining solves this through advanced unification algorithms that can connect interactions across systems using multiple identifier types – from email and mobile to room numbers and payment details – revealing the true story of customer engagement."

Aspen One transforms guest experience

Aspen One, the company behind Aspen's world-renowned ski fields and hotel chains, has deployed Lexer's Event Chaining to solve a critical visibility challenge across their complex ecosystem of services. The implementation connects guest interactions across hotels, restaurants, spas, ski passes, equipment rentals, lessons, and off-mountain services into comprehensive guest itineraries.

"Before implementing Lexer's Event Chaining, we had no unified view of a guest's total engagement during their mountain experience". "Now we can see the complete picture of guest engagement across all our services, enabling both strategic insights and proactive service opportunities."

Previously, each of these interactions lived in separate systems. Now, they can see the complete picture of their guest's experience, enabling Aspen to:

• Create unified guest itineraries across all mountain and hospitality services
• Develop new customer segmentation based on complete engagement patterns
• Identify and act on pre-arrival up-sell and cross-sell opportunities
• Better understand total customer value across all services
• Proactively suggest relevant services

Technical innovation unlocked 

New technical capabilities include:

1. Advanced identity resolution: Proprietary matching algorithms that unify customer interactions across multiple systems and identifier types, creating a single source of truth for customer behavior.
   
   
2. Intelligent event correlation: Sophisticated algorithms that automatically identify and chain related events across time and channels, revealing complete interaction sequences.
   
   
3. Predictive chaining: Unique capability to chain both historical and future bookings, enabling proactive engagement opportunities.

Practical enterprise application

Event Chaining delivers particular value in complex operational environments:

• Hospitality: Chain together complete guest journeys across accommodations, dining, activities, and services to understand total customer value and identify service opportunities.
  
  
• Retail: Link in-store consultations, online browsing, styling sessions, and purchase events across multiple brands or departments.
  
  
• Food & beverage: Connect multiple orders and service interactions into comprehensive customer engagement chains.

Getting started with Event Chaining

The good news is that implementing Event Chaining doesn't require a complete overhaul of your existing systems. The Lexer solution integrates with existing enterprise systems through standard APIs and can be deployed without significant technical overhead. Chaining augments Lexer's existing suite of ML-powered capabilities, including:

• Predictive lifetime value modeling
• Churn prediction
• Product recommendation engines
• Demographic inference
• Customer behavior analysis

All models are custom-trained on each organization's specific data, ensuring accuracy and relevance for each implementation.

As commerce continues to evolve, understanding your customer's complete journey becomes increasingly crucial. Event Chaining represents a significant step forward in making this understanding accessible to businesses of all sizes. To learn more about Lexer’s capabilities book a demo below.