Take your Customer Journey Map out of the drawer and bring it to life!

Measure the customer experience at every stage of the journey

Customer experience measurement needs to consider the entirety of the customer journey. There’s no magic moment that you can identify to ensure a repeat customer. Think of it like a doctor measuring your blood pressure during your annual physical. It’s simply a measure of your BP at one specific point in time. You might be stressed about getting to the appointment or just came from a yoga class. Either way, one single reading isn’t going to tell you much about your customers overall health.

Instead of assigning importance to one specific moment, companies need to understand the entire journey to accurately predict and impact customer loyalty.

Micro Journeys

Most companies create a single customer journey map across all points of interaction, but different cohorts of customers might have radically different customer journeys. For example, consider a retailer like Puma that sells products online and in physical stores. They may have two micro journeys and an overall customer journey map:

• Online customers
• In-store customers
• Blended customers

To truly understand the influence of each touchpoint on an individual customer, companies need to understand the context of the interaction. Managing experiences through the lens of multiple micro journeys allows for companies to see the big picture – and to make data driven decisions.

Recommended Goals

There’s a big gap that exists between asking customers for feedback and then taking relevant action. If you went to a doctor and they told you that you’ve a broken your leg and then leaves the room. You’re going to be left there wonder what next. Do you just crawl home? Do you need surgery? Knowing the problem is the first step, but this isn’t where it should stop.

To transform your customer experience, you need to take your data from decretive to prescriptive actions. For example, a bank might notice they have a poor experience at the account opening stage of you customer journey. Now imagine the power of knowing if they improve their access to account information, they can improve their account opening experience by 60%.