Organizations often ask, what should they measure for a true understanding of whether or not their customers are having the best experience? I advise that in order to truly understand the customer experience, they must consider the processes that define their customer journey.
That is, they must measure the impact and effectiveness of the processes that have the most impact on their customer value proposition.
For example, in a banking environment the customer journey during the following processes will be important:
- Opening/closing an account
- Checking a balance
- Accessing account information, etc.
These are the touch points that define the true customer experience.