How can you measure the success of customer journey mapping?

1 Define your objectives

Before you start mapping your customer journeys, you need to have a clear idea of what you want to achieve and how you will measure it. Do you want to increase customer satisfaction, retention, loyalty, or advocacy? Do you want to reduce churn, complaints, or costs? Do you want to identify gaps, pain points, or opportunities for improvement? Depending on your objectives, you will need to select the appropriate metrics and indicators to track your progress and performance.

2 Choose your methods

To measure the success of customer journey mapping, there are a variety of methods to consider, such as collecting customer feedback via surveys, interviews, or focus groups. Additionally, monitoring and measuring customer behavior through analytics, reports, or CRM systems can help you evaluate the effectiveness of your journey maps. Lastly, comparing and contrasting the results of your journey maps with predefined objectives and benchmarks can help you determine the return on investment and impact of your journey maps.

3 Collect and analyze data

Once you have chosen your methods to measure the success of your customer journey mapping, you need to collect and analyze the data. Surveys and questionnaires are a great way to gather quantitative and qualitative data from customers, such as satisfaction scores, ratings, preferences, expectations, or feedback. Interviews and focus groups provide in-depth and detailed data from customers, such as emotions, motivations, stories, or insights. Analytics and reports offer objective and factual data from customers, such as behavior patterns, conversion rates, retention rates, or revenue. You can use online platforms, email, phone, or SMS to distribute surveys and questionnaires. Face-to-face, online, or phone interviews and focus groups can be used for conversations. Web analytics, CRM systems, or business intelligence tools can generate and access analytics and reports.

4 Interpret and communicate results

After you have collected and analyzed the data, you need to interpret and communicate the results that will help you measure the success of your customer journey mapping. You can use various formats and channels to present and share the results, such as dashboards and scorecards that display and monitor key metrics, stories and personas to illustrate and humanize customer experiences, and recommendations and actions to highlight findings that will help optimize journey maps. Visual elements, such as charts, graphs, or gauges, can be used for dashboards and scorecards, narratives, images, or videos for stories and personas, and reports, presentations, or workshops for recommendations and actions.

5 Review and improve

Finally, you need to review and improve your journey maps based on the results of your measurement. To refine and enhance your journey maps, you can use methods such as A/B testing, usability testing, or prototyping for validation. For iteration and optimization, agile, lean, or design thinking can be employed. Additionally, feedback loops, lessons learned, or case studies can be used for evaluation and learning from the successes and failures of your journey maps.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?