Measure and predict journey performance

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You know customer journeys matter. But unless your company is the exception, you probably don’t know how well each journey performs. Does it deliver value to customers? Does it meet short-term and long-term organizational goals? Does it help improve employee experience? Does it have shine in make-or-break moments? Does it flow well for the customer?

To bridge this gap, we went deep into researching this challenge. And we’ve just published the first report in a new series on journey measurement: “The Journey Measurement Framework: Assess And Predict Journey Performance.”

The framework we’ve created quantifies journey performance but not only by defining end-of-journey success metrics. We add in-journey signals that predict journey success. Journeys that are high-performing do well on success metrics and in-journey signals. Creating such a framework lets you prioritize which journeys to focus on, measure the benefits of journey improvements for your customers and your organization, and equips you with an early warning system about underperforming journeys.

Can you do this at your company? Yes, no matter whether your company has little or lots of connected data along the customer journey. In fact, our report lays out the steps for building the journey measurement framework and specifies how to approach each step depending on the availability of connected data.

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This blog was written by VP, Principal Analyst Joana van den Brink-Quintanilha and Principal Analyst Maxie Schmidt. It originally appeared here.

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