Understand what your customers want and need
Customers engage with specific intents. This could include transferring money, scheduling an appointment or paying a bill. A journey is defined by the steps required to reach that goal. Some customers will achieve their goals and some won’t. It’s important to know why so you can act to make improvements. Journey measurement gives you visibility into what’s working and what isn’t. It allows you to engage at the right time, with the right information.
Shift from business-centric to journey-centric measurement
Every business has goals. Your customers have goals, too. And it’s only when you help your customers succeed that your business succeeds. You try to put your customers first, but you don’t always have the information you need. You’re tracking an array of KPIs, like average handle time, but those metrics are business-centric. Customer-focused metrics like Net Promoter Score (NPS) and customer satisfaction (CSAT) quantify the customer experience. But these metrics don’t tell you whether your customers are achieving their goals nor when the experience is less than optimal. You need a different approach to measure success and improve your customer experience. That approach is customer journey measurement. Journey measurement gives you the actionable information you need to know what’s working, fix what isn’t and quantify the impact of CX on business outcomes.
Go beyond touchpoint analysis
Consumers don’t care about metrics like conversions or containment rates. They want to accomplish their goals efficiently. Most likely, they’ll use several different channels to reach their destinations. But in many organizations, different teams prioritize different metrics. The contact center analyzes KPIs like FCR and call volume. Marketing tracks email opens and clicks. Product teams monitor usage rates. Each team focuses on optimizing its own performance. Improving customer experience isn’t the main priority. That produces disconnected and confusing experiences that frustrate consumers. As frustration grows, so do customer churn rates. Measuring customer experience requires a holistic approach, not a siloed one. That’s why organizations are adopting journey measurement. Explore these resources to learn how to advance from touchpoint analysis to journey measurement.
Defining the customer journey
Like journey measurement, everyone means something different when they say “customer journey.” It’s essential to get your organization aligned on one definition. A journey is the sequence of milestones a customer must meet to achieve a goal. The length of time or even the channels involved shouldn’t define journeys. They vary depending on the customer’s goal. For instance, a credit cardholder notices a fraudulent charge. That customer can use several different touchpoints to dispute it, or rely solely on the mobile app. But her goal, and therefore the journey, remains the same. It’s important to define journeys from your customer’s point of view. For example, marketing teams consider gaining new customers an acquisition journey. But consumers consider it to be a purchase or shopping journey. Put customers at the center of your journey measurement approach. Remember: When your customers succeed, you succeed.
Improve journey performance
To improve CX, start asking questions like “What does your customer want to do? What prevents them from achieving that goal?” Journey measurement helps you answer these questions and more. By monitoring journey performance, you can identify unmet needs and opportunities for improvement. It also makes it easy to rank initiatives based on their potential impact. Now, you’re ready to take action and improve experiences.
Achieve business objectives
While companies capture improvements in CX metrics like satisfaction, 41% can’t translate those metrics into revenue or costs. These metrics, while useful, create blind spots. Measuring journeys is critical in quantifying how customer behavior affects business results. This approach helps you identify important milestones and define signals that predict success. Then you can connect what customers do to the metrics you use to measure success.
Identify meaningful improvements
Analyzing performance after each customer reaches their goal is good, but not good enough. And what if someone abandons a journey? Then you haven’t measured anything. You need to know how — and why — journey metrics fluctuate. By defining in-journey signals that help predict outcomes, you’ll know when and why metrics increase or decline. And you’ll have actionable insights to optimize each customer’s journey so they reach their goals.
Four steps to measure customer journeys
Select one journey
Journeys begin when customers have goals. Think about which journeys affect business goals. Choose one journey that you believe has the greatest impact on CX and business objectives, such as a customer support journey.
Define milestones and success metrics
Identify the milestones, or steps, customers must take to achieve their goals. Then define success metrics from your customers’ and business’ perspectives. This could include self-service rates, NPS, cost to serve and more.
Determine required data
Consider the channels and departments involved in your chosen journey. Customers might use mobile, web or service channels throughout this journey. Bring those teams together to get access to all the data.
Develop journey scores
A journey score uses a combination of metrics that capture customer and business success. These scores help you measure performance in real time and quantify the impact of customer behavior on business outcomes.
Ninety-two percent of executives agree that being able to better measure CX would make it easier for their organizations to achieve growth objectives.
Beyond Net Promoter Score: Customer experience measurement reimagined