Trouble measuring customer journeys? Here’s our 5-step strategy.

It won’t be long until Elon Musk creates an army of microchipped chimps that can do calculus, but until then, it’s up to us to crunch the numbers.

In 2024, aside from preparing for the Skynet apocalypse, our top priority as customer service leaders is using analytics to improve CX . You might think this means investing in shiny new (expensive!) analytics tools, but we’ve got good news for you…

First things first

Before we buy anything, understanding which metrics need monitoring is essential to:

  1. Reveal the strengths and weaknesses in our customer journeys,
  2. Streamline our operation.

Put simply – which numbers matter?

What data can we collect?

Here’s a breakdown of the KPIs (key performance indicators) we can measure:

Brand ImageFinancialOperational
NPS (Net Promoter Score)Gross marginVolume per channel
Customer SatisfactionCost per AcquisitionAbandonment
Self-Service RatesConversion RatesAverage Handling Time
Social Media ListeningAverage Transaction ValueRepeat Contact
Engagement RatesFirst Time Resolution

With all this data, pouring in from every touchpoint and channel, we’d be forgiven for doing an ostrich impression. But one question can guide us through…

What’s Your Goal?

Sorry to be Captain Obvious, but the answer tells us which figures we should focus on – and which we can ignore. We’re usually asked to reduce one of these factors:

  • Agent workload
  • Journey time

Tackling both will significantly cut costs, improve CX, and make us seem really clever.

Reducing Agent Workload

From reducing repeat contact, to increasing positive abandonment through self-service, removing workload from your agents often has the knock-on effect of improving:

  • CX,
  • First contact resolution rates,
  • The general vibe.

Shortening the Journey

Data analysis shows that we need to be smooth operators. When a journey is shorter, and involves less touchpoints, it’s more effective. This means:

  • High self-serve rates,
  • Lower transfer rates,
  • Higher customer satisfaction.

How do I use data to improve my customer journey?

At Adexchange we’ve refined a 5-step strategy:

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

Ready to begin your journey to metrics mastery? Find out more here.

Hannah Connell

Hannah Connell

Account Manager
Hannah works closely with clients to improve content performance and customer experience. Having graduated with an English degree from the University of Birmingham, Hannah’s excellent writing skills are used to great effect, helping craft our clients’ emails, chatbots and IVR menus.
Hannah Connell

Hannah Connell

Account Manager
Hannah works closely with clients to improve content performance and customer experience. Having graduated with an English degree from the University of Birmingham, Hannah’s excellent writing skills are used to great effect, helping craft our clients’ emails, chatbots and IVR menus.