customer journey

Customer Journey KPIs Every Contact Center Should Track

 

The customer journey can be a difficult thing to map and understand. With so many touchpoints along the journey, the map isn’t predictable and linear, yet it’s still necessary to monitor and analyze. These Key Performance Indicators (KPIs) will help you gain insight from the customer journey and move on to improve it.

Customer Effort Score (CES)

Even if a customer prefers self-service to live agent support, they don’t necessarily want to put a ton of effort into solving their own issue. Self-service shouldn’t be a difficult-to-implement alternative to normal customer support. Instead, it should meet the needs of the type of customer who seeks out self-service via quick, easy-to-find answers and the ability to make changes sans agent assistance.

Customer Satisfaction (CSAT)

Some of the most important customer journey touchpoints will occur when the customer interacts with a support agent. CSAT is the measure of the customer’s satisfaction before, during and after they contact customer service. If CSAT scores are dropping, it may be time to look closely at agent productivity, ticket management and self-service options.

Net Promoter Score (NPS)

The NPS will tell you if your customers are going to recommend your products and services to others. You have to go deeper here, though – why will your customers recommend your products and services, or what it is that’s keeping them from doing so?

Customer Churn / Retention Rate

Customer support teams for subscription-based products and services have to pay special attention to retention rate. If you see a lot of customers leaving around renewal time, it’s necessary to figure out why you lost them. What part of the customer journey is causing customers to change their mind? There’s a snag somewhere.

Customer Success

Customer Success isn’t a single KPI, but instead a customized KPI program based on your specific business, customers and goals. A Customer Success strategy may include Up- and Cross-Sell Rates; Average Revenue per Customer; or Rate of Adoption, which starts with defining beginner, intermediate and advanced customers or users. You may also want to include Retention Rate, NPS and CES in your customer success KPIs. Think of Customer Success as an overarching customer journey strategy based on what success means for you.

Customer journey KPIs may be difficult to track, but they come with a big benefit – often, improving one will have a positive impact on another.

7 Questions to Ask Yourself About Touchpoint Effectiveness

After you’ve mapped the customer journey, look closely at each touchpoint. Mastering each touchpoint makes a brand a great competitor while improving customer loyalty and enthusiasm. Ask the following questions to make sure you’re being as efficient as possible.

1. What specifics are occurring at each touchpoint? What are both the brand and the customer doing at each touchpoint?

2. Are the touchpoints addressing the customer’s needs and concerns? Are questions being answered?

3. Are the touchpoints working together for the brand’s target audience, including novices, experts and everyone in between?

4. Are there needs that aren’t being met by your brand or by your competitors? Is this a gap that your business is able to fill?

5. Is the same branding being used across all touchpoints? This includes tone, message, buzz words, and voice.

6. Are there problems with flow from one touchpoint to the next? Is this causing the brand to lose customers or is it causing dissatisfaction, such as product returns or extra help line calls?

7. Are your brand’s touchpoints different or better than those of your competitors?

Attend the ‘Shaping the Journey of the Connected Customer’ Virtual Conference March 16 – 19 to help you answer these questions.

How Creating Value and the Customer Experience Affect Business Outcomes

Often, people confuse the customer journey with the selling process. While the sales process is focused on how to get a buyer to purchase a product or service, the customer journey provides value and takes into account all of the questions and needs that must be answered and met along the way. According to Forrester, 21% of businesses base how well they’re handling customer experience on the business outcome (if they make a sale, for example). However, customers have to go through their journey at their own pace with plenty of content and support agents to help them along.

According to Forrester, between 70% and 90% of the buyer’s journey is finished before ever communicating with a vendor. While 80% of businesses feel that they provide a great customer experience, only 8% of customers agree. If you’re not one of those rare brands with customers who are truly enjoying their journey, it’s necessary to improve the customer experience you’re offering.

The Importance of Creating Value

According to 2014’s Marketing Performance Management Study, Best-in-Class (BIC) marketing companies create value by applying the follow best practices:

• They map touchpoints, taking note of possible problems.

• They look at each touchpoint to capture data regarding customer perception and expectation.

• They apply the customer experience and related metrics to business outcome.

• They create tools, processes, content, and systems to offer customers a differentiated journey.

James Allen’s Three Ds of Exceptional Customer Service

In an article for the Harvard Business School’s Working Knowledge for Business Leaders, James Allen, Barney Hamilton, and Frederick F. Reichheld defined three elements that set apart the elite 8% of companies that deliver a superior customer experience.

1. “They design the right offers and experiences for the right customers.”

2. “They deliver these propositions by focusing the entire company on them with an emphasis on cross-functional collaboration.”

3. “They develop their capabilities to please customers again and again – by such means as revamping the planning process, training people in how to create new customer propositions, and establishing direct accountability for the customer experience.”

How Business Outcomes are Affected by Customer Experience

A brand won’t be able to reach its business outcome goals (repeat purchases, customer lifetime value, and brand preference, for example) if they don’t focus on customer experience. BIC companies realize that what happens before the sale is just as important as what happens after the sale.

Tips for Mapping Customer Touchpoints

In order to achieve business outcomes, successful brands understand that they have to develop a customer-centric outlook on the customer experience. Throughout the journey, touchpoints must be matched with breakpoints, which are the interactions that decide whether or not the customer becomes loyal or maintains loyalty. These four tips can be applied to customer journey mapping, with importance paid to touchpoints.

1. Universal Touchpoints: At first, map out universal touchpoints, which are ones that can be applied to all of your brand’s customers. Eventually, you’ll create more specific experience maps with more distinct touchpoints.

2. Detail Each Touchpoint: Make a list of touchpoints and pay extra attention to the ones that serve as breakpoints. For each one, include a description, interaction method, and customer expectation. At this step, you may need to get other people from the organization involved. Many organizations find it helpful to collaborate with their customer advisory board when mapping the customer journey. Working sessions and interviews will help capture data about customer expectations.

3. Visualize the Touchpoints: Visually illustrate the customer journey map, including flow from one touchpoint to the next. Having a visual will help you to see areas that work well and also areas that need to be improved. Spend extra time with the touchpoints that act as breakpoints.

4. Further Customize Each Touchpoint: Based on the data that was gathered throughout the mapping process, brands should revisit each touchpoint and further develop content that’s more relevant to the customer.

Competition, price transparency, and short product lifecycles mean that customer expectations are regularly changing. Improving the customer experience and fine-tuning the customer journey is an ongoing process.

Register for ‘Shaping the Journey of the Connected Customer’ Virtual Conference March 16 – 19 to learn more about Customer Touchpoints.  Attendance is free.