What Are the Key Points You Should Measure on Your Customer Journey?
by Mark Withington, on May 12, 2021 1:07:51 PM
Read Time: 4 minutes
Does your organization actively measure and report on your customer experience (CX)? Or is your CX a vague catchphrase, like “this initiative is critical to the customer experience” or “We are a customer-driven organization keenly attuned to the customer experience.”
No one can argue the validity of statements like that. But if you’re like many organizations, you rarely have the necessary instrumentation to measure (and defend) those customer experience statements. Historically, Customer Satisfaction (CSat) and Net Promoter Scores (NPS) are the responsibility of the analytics team, often measured quarterly or even an after-the-fact annual survey.
However, the customer experience of on-demand services have no ‘stored value’ post-purchase so surveys can be misleading and inaccurate. For example, if you received a survey in April about your driver’s license renewal experience in January? Could you even remember that day? Or the details of your experience as a customer? And let’s be honest, do any of us ever respond to those post customer experience surveys? Personally, I have yet to call the survey number circled on my USPS receipts despite the constant reminders.
The customer experience is often modeled as a sequence of interactions between the customer and the organization’s front-line personnel or technology (e.g. a website). Without proactive end-to-end customer experience design that identifies and links touch points to instrumentation, the journey can feel disjointed resembling more of an uninformed wandering than a customer journey (like our poor friend Alice here).
Successful customer journeys need to be planned and measured at each touchpoint to ensure the customer is guided toward their (and our) desired destination, a.k.a. customer satisfaction. Accelare’s Purpose Driven Customer Experience approach structures the customer journey map using AIDA methodology into four phases that address what the customer is thinking and feeling in order to “nudge” them toward a mutually desired outcome (see Figure 1).
Figure 1: The Awareness, Interest, Desire, Action Customer Journey
What Points on the Customer Journey Should You Measure?
What customer interactions and supporting processes do you measure in real time? The metrics you choose to measure determine where the customer journey is broken. For instance, Figure 2 illustrates a fairly simple example of an open enrollment experience when an employee chooses a coverage plan. In this example, the four measurement points that reflect AIDA in the customer journey would be:
- Awareness (%) = (RSVPs÷Invites Sent)× 100
- Interest (%) = (Presentations ÷Questions Initiated)× 100
- Desire (%) = (Questions Directed to Support ÷Questions Asked)× 100
- Action (%) = (Positive Decisions ÷Support Responses)×100
Figure 2: A Simple Health Insurance On-Boarding Customer Experience
In order to support lofty customer experience statements like “this initiative will improve the customer experience”, organizations needs to ensure CX quality is designed-in from the start. So how do you ensure that? By identifying the specific instrumentation points where the customer experience will be measured. The data needs to be collected in real-time and analyzed in order to ensure the customer experience promise is in fact delivered… and if they aren’t, provide the organization with the insights to make course corrections.
What is Your Organization's Customer Experience Maturity Level?
Adopting Accelare’s Purpose Driven CX moves the organization’s customer experience from the ranks of “Buzzword Bingo” and Alice in Wonderland fairy tales toward realtime actionable information that ensures “the organization is keenly attuned to the customer experience.”
Purpose Driven CX creates a level of structure around the customer experience that leverages proven concepts from the fields of behavioral economics, service design, and Accelare’s S2E implementation methodology to bring a level of precision and discipline that any organization can benefit from.
If you would like to assess your organization’s readiness to engage in Purpose driven CX , please click HERE to quickly rank yourself on a 1-5 scale against fifteen assessment questions that cover the five key domains within Purpose Driven CX.