Measure customer journey success
So how can businesses tell if they have succeeded in delivering a seamless and engaging experience? Three core components help understand how successful a user experience journey has been.
Firstly, the user experience interacting with brand through various channels could highlight engagement. Metrics such as time spent on each channel, most visited pages, drop off zones and wait time may help analyze the user experience in each specific channel. If the experience has been successful, for example, the user would have spent more time on a specific page and perhaps even made a purchase.
The perception of the brand derived as a result of the experience is another core metric. How the customer perceives the brand post-interaction can determine if the customer remains loyal to the brand, becomes a brand advocate, recommends the brand, or if the customer decides to switch to a competitor.
And finally, businesses should assess the success of their customer journey efforts against the overall business objectives and experience KPIs, including ROI and revenue increase. This may enable them to have a holistic view of the success of the journey.
Below, we give a real-life example of a practical application of the customer journey building process.
An enhanced customer journey in action
An airline company wants to deliver a seamless experience to its customers on its Cape Town flight. The various experience touchpoints the company needs to consider go beyond the actual airport and in-flight experience; they begin from the moment customers step outside their homes and try to find a cab to the airport, to going through check-in and boarding, to receiving their luggage in Cape Town and travelling to their hotel.
Each of these touchpoints represents a moment where things could go wrong—and it is those companies that anticipate the pain points the customer might experience and try to proactively prevent them that succeed in delivering seamless journeys to their customers.
On the day of the flight, the customer analytics platform can use third-party data and predictive analytics to send taxi coupon notifications to the airline’s customers, helping them get to the airport on time.
Using geolocation data, the platform can see when those customers reach the airport and provide real-time information about the expected time to go through security and reach the boarding gate. Once customers have crossed the shopping zone, the platform will also send them tailored offers and video recommendations, based on browsing data from their mobile device.
Finally, when the customers land in Cape Town, they will each receive a notification of the location of their luggage—if it has arrived with them or if it hasn’t, where it is and when it will be with them.