How do you know which journeys are important for your customers? How can you measure the impact of your customer-journey improvement initiatives? How can you define a strategy to ensure end-to-end customer satisfaction over time?
Asking your customers to share their experiences, however negative they may be, is key to identifying problem areas and developing and implementing a customer-journey transformation that works. A critical step is to develop a system that measures customer feedback and employs the right metrics across each journey —not just individual touchpoints — to drive continuous customer-experience improvements.