Customer Journey Mapping — Where to Begin — Part 3 What and How to Measure
In my past 2 articles we have discussed How to Identify and Catalog Customer Journeys and The Importance of Connecting the Business Architecture. Now that we have a catalog of customer experiences and a set of journeys defined, having specific measurements will provide visibility of pain points in the customer journey.
Key Performance Indicators (KPIs) connected to the customer journey and the supporting processes helps to establishes a baseline for tracking improvements and proving results and ROI later. To do this, we will need to identify what you currently measure and what may be useful. Now ask – does my customer agree that those are the important metrics?
- Note: According to a recent report 82% of brands think they are delivering a quality customer experience. However, only 10% of customers agree that brands meet their experience expectations.
Create key performance indicators (KPIs) for these measurements and begin capturing data to establish your baseline metric.
- Helpful Hint: You may utilize technologies such as process mining to help extract these data points as well as possibly identify systems, resources, or activities not previously identified when performing your mapping exercise.
These KPIs will also help identify process deficiencies that may be impacting overall customer experience, which brings us to the next step. Focusing on Process Improvement.