Many will say a great customer journey is accomplished with great customer service at every touch point of that journey. Many experts say that creating a great customer experience is simple, you just need to genuinely care about your customer. If it’s so simple, why are so many brands falling down? Perhaps it is because they are not gathering the objective facts measuring their customer journey. Case in point: 80% of companies believe they deliver superior customer service but only 8% of people believe these same companies deliver superior customer service (source: Lee resources).This is a massive disconnect which I believe is occurring because the customer journey is not being measured and looked at as a whole. As stated in the blog The four stages of the customer journey, most organizations have four main stages: Stimulus, Sales Process, After Sales Process, Retention & Referral. To truly understand most processes, one needs to be able to measure them. In this “customer age” that organizations now find themselves in, being able to measure your customer’s journey for optimization is the key to success. Capturing data, understanding data, creating insights from data and applying these insights to your organization, if done well, consistently equals a competitive advantage, especially when using data about your customer journey.
At an aggregate level these stages can be measured and looked at through 8 critical KPIs of your organization. So let’s look at each stage’s KPIs, what they tell you and why they are important.