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Measuring Our Customer Journeys

The face of the digital landscape is changing, and at a rapid speed. Digital disruption now significantly impacts the way we communicate with customers every day. Plus, new technology means there is an overwhelming amount of data we can gather – and produced in a real-time setting. It’s now more important than ever to understand which statistics need monitoring to reveal the strengths and weaknesses in our customer journeys. Put simply – which numbers matter?

journey

What data can we collect?

We face a sea of data. Every channel spews more numbers than we can handle.
Even smaller operations will typically be collecting a vast amount of data from many categories, across multiple channels and departments:

Brand ImageFinancialOperational
NPS (Net Promoter Score) Gross margin Volume per channel
Customer Satisfaction Cost per Acquisition Abandonment
Self-Service Rates Conversion Rates Average Handling Time
Social Media Listening Average Transaction Value Repeat Contact
Engagement Rates   First Time Resolution

Brand Image

NPS (Net Promoter Score)

Customer Satisfaction

Self-Service Rates

Social Media Listening

Engagement Rates

Financial

Gross margin

Cost per Acquisition

Conversion Rates

Average Transaction Value

Operational

Volume per channel

Abandonment

Average Handling Time

Repeat Contact

First Time Resolution

With all this data, and more besides, pouring in from every touchpoint and channel across the customer journey, we’d be forgiven for losing our way. But one simple question can guide us through…

reducing

What's Your Key Objective?

This may seem an obvious question, but its answer will determine which figures we should focus on – and which we can ignore. When it comes to streamlining the customer journey, we’re typically asked to deliver one of two key objectives:

  1. Reduce Agent Workload
  2. Shorten Journey Time

Combining both of these factors successfully will result in significant cost reductions, whilst simultaneously improving the customer experience. 

Reducing Agent Workload

From reducing repeat contact across different channels, to increasing positive abandonment through self-service – this can be achieved in a variety of ways. Removing workload from your agents often has the knock-on effect of improving customer experience, connecting the customer with the right solution first time.

shorteningShortening the Customer Journey

Data analysis shows us that when a journey is shorter, and involves less touchpoints, it’s more effective and more successful. This means high self-serve rates, lower transfer rates, higher customer satisfaction scores and more first time resolutions.

How do I use data to improve my customer journey?

At Adexchange we’ve refined a 5 step process:

  1. Agree the key objective
  2. Identify the key data fields
  3. Benchmark existing performance
  4. Draft the solution
  5. Measure the improvement

Find out more about our process, and how it might help your organisation here.

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About the Author
Katherine Isle
Author: Katherine Isle
Project Coordinator

With a background of customer-facing roles within B2C organisations, Kate is able to draw on her first-hand experience of customer communications to support and coordinate projects across a variety of industries.


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Adexchange Media Limited
Company number: 04344957

The Old Garage, Great Milton, Oxfordshire, OX44 7NP
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