Measuring The Customer Journey Score

The customer journey is the story of your customers' experiences interacting with your company. You are trying to fulfill the customers' needs at each interaction point. When you exceed that need, you create that 'Wow' moment for your customers. As they traverse this journey and you consistently exceed their expectations, they become your brand advocates. 

The customer journey score can quantify this propensity to advocate for your brand. Once you have put in CX measures at all significant touchpoints and have sufficient data to establish causality (between CX and a financial outcome), create a score (usually denoted as a probability) that best predicts a desired outcome.

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So How Do You Measure?

We will try to answer the following questions using the customer journey score.

1. 1. If you are consistently exceeding that need? 
2. 2. And if you aren't, what precisely do you need to do?
3. 3. What factors are more likely to create brand advocates?
4. 4. How often are you creating advocates?

For the first 2 points, you focus on a specific journey touchpoint. Then, for the next 2, you look at the overall journey score and focus on the relationship with your brand.

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Building the Journey From Touchpoints

To measure and understand the customers' journey, you need to understand the core requirement at each instance. 

Let's take customer support as an example of a journey point. Say a call's come into customer support to complain about a product failure. The overriding need for the customer is for his product to start working again. Measure your success in meeting that core requirement at that touchpoint.

Once you have established the most critical measure, you should ask follow-up questions to get to the second objective above - what you need to do to improve the interaction. 

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Bringing The Brand To The Journey

So you have now understood how well you are meeting customers' wants at every touchpoint. What follows is to understand the hierarchy of these wants. Some of these wants will have more impact than others. To understand the customers' entire journey, you must create a model that helps connect these journey points. 

Enter the relationship survey. This survey lets you understand how the various journey points relate to the brand's overall perception. Capture the fabled 'RNPS' score and see how the journey points impact that score. 

The RNPS allows you to answer the 3rd and 4th measures mentioned above.