The process of identifying and mapping a series of customer experience steps results in having a path playbook – a suite of known journey paths that are desirable to the business and map to business KPIs. By having these as baselines it becomes possible to introduce a journey measurement methodology that extends beyond a single customer visit into journey experience measurement. An example of this could be to compare each customer’s journey step by step to your playbook or to other look-alike journeys taken by previous visitors.

As customers interact with your business through various touch points and key experience steps, variances from your baselines can be measured. When we identify such variances we can focus on adapting or changing the flow, or gain insights by asking the customer about the experience in the form of a survey question where you can develop measures such as a Net Promoter Score (NPS) to gauge and monitor over time as your UX team introduces change or improvements.

The concept here is to introduce new, journey-scoped data that helps pinpoint where to run optimization exercises.