Build a Framework for Journey Measurement

Originally Published in Martech Series

Written by Mark Smith


Most companies now know that customer experience is the main driver of business performance, so modern brands are putting their customers at the heart of everything they do. CX has become the main battleground for competition, and organizations aren’t keeping the purse strings tight when it comes to experience spending — IDC reports that this year, worldwide spending on CX technologies will reach a whopping $508 billion. That upward trajectory isn’t likely to abate any time soon, either. IDC expects CX tech spending to rocket to $641 billion by 2022. Understanding your customers’ entire journey with your brand and serving the right interaction at the right time — based on historical context — is a foundational element of positive customer experience. Customer journey management is an evolving discipline, but whether done through homegrown tools or a third-party solution, businesses are recognizing the direct link between journey measurement and CX.

A new report from Forrester, however, points out a yawning gap in the journey management domain — one that leaves brands shooting blind when it comes to diagnosing CX problems: there hasn’t traditionally been an effective way to measure customer journeys. There are plenty of ways to measure CX — NPS scores, customer feedback, surveys, sentiment analysis — but tying those larger results systematically to specific touchpoints in the customer journey has remained elusive.


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