This document discusses steps for analyzing and improving customer experience through customer journey measurement. It begins by introducing the guest speaker, Joana de Quintanilha from Forrester, and an overview of a Pointillist webinar on customer journey management. The presentation outlines five steps to create a customer journey measurement framework: 1) choose an approach based on available data, 2) select priority journeys, 3) define end-of-journey metrics, 4) define in-journey signals, and 5) determine performance scores. It provides examples applying this framework to measure a mortgage approval journey. The presentation emphasizes measuring journeys at different levels and using metrics to improve underperforming journeys.

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©2020 Pointillist, Inc. All rights reserved. Proprietary and Confidential.
Customer Journey Measurement:
5 Steps to Analyze & Improve CX the Right Way
Guest Speaker:
Joana de Quintanilha
VP and Principal Analyst
Forrester
®
Featuring:

2. ®
@PointillistView ©2020 Pointillist, Inc. All rights reserved. Proprietary and Confidential.
New research reveals journey measurement is key
2nd Annual State of Customer Journey
Management & CX Measurement
• Global online survey conducted in April-May
2020
• 1,050+ CX, analytics, marketing and customer
care professionals worldwide across all
industries
• Uncover key trends, insights and benchmarks
on how top organizations manage, measure
and improve customer journeys and CX

3. ®
1.4X
more likely to prioritize customer
journey analytics as a top
investment priority in the next 12
months
High Performers
Vs Underperformers
Top CX-Related Investment Priorities in the Next 12 Months
Source: Pointillist Report, 2020 State of Customer Journey Management and CX Measurement
CX Pros are investing in journey analytics to better
measure journeys

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Source: Pointillist Report, 2020 State of Customer Journey Management and CX Measurement
49%
of enterprise CX leaders are
not satisfied with their
organization’s ability to
quantify the impact of CX on
hard business metrics
An inability to quantify CX ROI is the #1 challenge and
has a negative impact on CX budgets

5. ®
@PointillistView
©2020 Pointillist, Inc. All rights reserved. Proprietary and Confidential.
Joana de Quintanilha is a VP and
Principal Analyst at Forrester. Her areas
of expertise include digital customer
experience, journey mapping and
orchestration tools, and Agile methods.
She also leads Customer Experience
Index research in Europe. Joana holds
an MA (Hons) in international relations
and modern history from the University
of St Andrews in Scotland.
Today’s Guest Speaker

6. 6© 2020 Forrester. Reproduction Prohibited.
We must measure CX at three altitudes

7. 7© 2020 Forrester. Reproduction Prohibited.
We must measure CX at three altitudes

8. 8© 2020 Forrester. Reproduction Prohibited.
We must measure CX at three altitudes

9. 9© 2020 Forrester. Reproduction Prohibited.
We must measure CX at three altitudes, but journey
measurement often least advanced

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Educate and align coworkers who misapply the
term ‘customer journey’
Customer journeys are NOT
› Marketing campaign flows
› Process workflows
› Web or mobile clickstreams
› Confined to a channel or touchpoint
Customer journeys ARE
› The paths your customers take to
reach a (shared) goal
› Visualizations of your customer’s
actual experiences with your
organization from their viewpoint

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› Deliver on the customer’s intent and
needs
› Shine in make-or-break moments.
› Flow well
› Help meet long-term and short-term
company goals
› Improve employee experiences
› Should be prioritized for improvement
› Are the best candidates for
investment, because they will result
in a positive ROI and a better
experience
CX pros struggle to
determine which
journeys:

12. Journey measurement gives us insights
needed to improve performance

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Use case 1: Journey insights prevent collateral
effects later in the journey
10x to 20x
the cost
Call duration
down Truck roll
Customer
service issue
A telco provider quantified the collateral damage of optimizing for one part of
the journey.

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Use case 2: Journey insights provide context for
VoC data and reveal which experiences to improve
“Please press 5 if
you have a service
issue. . . ”

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Use case 3: Journey insights can tell us which
customers to help, even before they ask for it!

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Journey measurement
framework:
A system of metrics to measure and
manage journey performance by
quantifying end-of-journey success
and in-journey signals that are
leading indicators of journey
success.
To measure journeys,
you need a
framework

17. 17© 2020 Forrester. Reproduction Prohibited.
You need two types of metrics!
How likely will we achieve
journey success in the future?
Are we achieving the customer and
company goals for this journey now?
End-of-journey metrics
measure journey success
In-journey signals predict
journey success

18. 18© 2020 Forrester. Reproduction Prohibited.
The framework applied to a mortgage journey

19. Create a journey
measurement framework
in five steps

20. 20© 2020 Forrester. Reproduction Prohibited.
1
2
3
4
5
Choose your approach based on availability of connected data.
Select one or two priority journeys to measure.
Define end-of-journey metrics that measure journey success.
Define in-journey signals that predict end-of-journey success.
Determine how to calculate your journey performance scores.

21. 21© 2020 Forrester. Reproduction Prohibited.
Choose your approach based on availability
of connected data
1

22. 22© 2020 Forrester. Reproduction Prohibited.
Choose your approach based on availability
of connected data
1

23. 23© 2020 Forrester. Reproduction Prohibited.
• Prioritize journeys based on:
̶ Impact of journey on business and customer (cost to deliver, revenue impact, brand
impact, known pain point, etc.)
̶ Ease of measurement (availability of data)
̶ Internal support for changes
• Use journey analytics insights to find patterns — like drop-offs, skipped steps, repeat steps,
duration, pain points, and channel switches — that are tied to business outcomes like
customer acquisition, retention, and churn.
Select one or two priority journeys to
measure
2

24. 24© 2020 Forrester. Reproduction Prohibited.
CompanyCustomer
Define end-of-journey metrics that measure
journey success
3

25. 25© 2020 Forrester. Reproduction Prohibited.
Define end-of-journey metrics that measure
journey success
3

26. 26© 2020 Forrester. Reproduction Prohibited.
What value do your customers see from the
journey? Mortgage journey example
Type of value Examples of value creation Examples of value destruction
Functional:
Purpose accomplished with
ease versus hindered
Getting the mortgage on time so I can buy my
house; the process should be easy
Mortgage falls through, endangering
closing of house
Economic:
Money spent versus saved
Getting good mortgage rates and low fees Getting a high rate and getting
nickeled and dimed on fees
Experiential:
Pleasant versus unpleasant
interactions and sensations
Feeling the people care about me and help me;
website is pleasant to use
Feeling that I am only a number;
website is unpleasant to use
Symbolic:
Meaning created versus
destroyed
Feeling confident in my ability to handle
finances; feeling accomplished as a soon-to-be
homeowner
Feeling unsure; feeling like a failure

27. 27© 2020 Forrester. Reproduction Prohibited.
What goals does your company have for the
journey? Mortgage journey example
Type of goals Examples
Financial and strategic Many new mortgage customers
Mortgage experience leads to cross-sell and upsell.
Brand impact Customers’ mortgage experience inspires trust and confidence
and brand preference.
Operational efficiency Costs to serve are low (ideally people use online as much as
possible).
Process happens within regulations to avoid intervention from
regulators.
Employee experience Employees involved in mortgage experience are empowered,
enabled, and inspired.

28. 28© 2020 Forrester. Reproduction Prohibited.
End of journey metrics should balance
company and customer goals
•Test several metrics and use a
hybrid metric.
•You’ll need a cross-functional
group to address goal conflicts.
•Ask your journey analytics vendor
if they have experience helping
companies in your industry to
measure similar journeys
3

29. 29© 2020 Forrester. Reproduction Prohibited.
Define end-of-journey metrics: mortgage
journey example

30. 30© 2020 Forrester. Reproduction Prohibited.
Define in-journey signals that predict end-
of-journey success
• Understand the anatomy of the journey,
define the moments to measure, and
identify expectations.
• Define 10 to 15 metrics for expectations in
key moments and for journey flow.
• Top-down-only approach: Home in on
five to 10 using diagnostics.
• Bidirectional approach: Test and surface
additional ones.
4

31. 31© 2020 Forrester. Reproduction Prohibited.
Define in-journey signals: mortgage journey
example

32. 32© 2020 Forrester. Reproduction Prohibited.
• Calculate Journey Scores at both the customer and audience levels
• Tailor by journey using metrics such as
̶ Completion rate
̶ Channel containment rate
̶ FCR, CSAT, CES, NPS
̶ Cost, time, revenue, etc.
• Monitor in real time or use to evaluate improvements using historical data
Determine how to calculate a relevant journey
performance score for each journey
5

33. 33© 2020 Forrester. Reproduction Prohibited.
How do you get started?
Pick
Pick a POC
journey and
populate the
metrics framework,
working with
stakeholders.
Work
Work with a
journey analytics
vendor to create a
unified customer
journey data set.
Build
Build a dashboard
template to report
on journey
performance.
Plan
Plan a process
and accountability
for acting on the
metrics.

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In Summary:
Analyze before you act to ensure the best experience
•Deliver the right interaction in the
context of each customer’s entire
experience
•Account for interactions beyond
prior or previously orchestrated
actions
•Include past feedback and voice
of customer data in your analyses
1. Identify existing
data
2. Analyze past
behaviors
3. Select
optimal
experiences
4. Act
5. Monitor

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35© 2020 FORRESTER. REPRODUCTION PROHIBITED.
Pointillist customer journey analytics
and orchestration software connects
the dots between customer behavior
and business outcomes, so you can
dramatically improve customer
experience.
Improve Customer Experience
from Data to Insights to Action
®
Joana de Quintanilha
+4402073237697
jvbdquintanilha@forrester.com
@cx_joana Journey Visioning
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