Tag Archives: Customer Journey Mapping

The Metrics You Need To Use To Produce Good CX

Have you ever had a bad tasting dish that caused you an aversion from that food altogether? While you might know the food you don’t like, you probably don’t know the specific ingredient that ruined the taste of the whole dish. It becomes nearly impossible to figure out what caused that food aversion and might lead to additional issues in the future if unexplained.

To put this analogy into customer experience terms, a well-set plate of an exquisite looking dish cannot be credited as delectable if all ingredients do not compliment each other well. Even if only one of them tastes bad, the whole dish suffers and a customer will lose his appetite. Customer Support Teams are just like that. All the individual ingredients must be flavorful so that in the end a delicious dish could be presented.

Trying to figure out a specific issue might be very difficult, but don’t worry! There are several ways to assess the performance of each individual in your team. With the right CX Metrics and KPIs, you can detect where there is a need for improvement or which individual is putting in a complete effort and is dedicated to offering exceptional customer service. In addition, by using tools like journey maps, you can analyze and understand other customer pain points that need resolution.

However, before you get started, it’s important to understand which CX metrics are right for you. Check out this list of some of the most popular customer support metrics and select the ones that make the most sense for your business.

1. Average Resolution Time

One method of evaluating how well the customer service representatives are performing is to record the average time it takes for them to resolve a customer complaint permanently.

This is an accurate measure of productivity as this metric determines whether the agent is good at resolving customer complaints and can deal with them quicker rather than building on to the problem and dragging it for longer.

Just follow this formula to calcuate the Average Resolution Time (ART)

ART = (Total Reply Time) / (Total Number of Requests) 

2. The volume of Requests Handled

First, you would want to know the total of some of the requests that were addressed to your agents in a given period. This way you can assess the workload and work performance of the organization itself. Seldom customers call to praise the product or service. More often they contact the agents to complain.

So, to appraise the performance of the customer service agents, you must keep a track of how many requests are correctly addressed and how productive your agents have been. The higher this number, the more efficient and diligent your agents will be.

While it is possible to calculate this without a CRM, using the right CRM system can make this calculation significantly easier.

3. Conversation Reply Speed

Ask yourself this question: after how long did my agent take to respond to the follow-up questions raised by the customer?  The speed at which the customer service representative responds to any sequential concerns presented by the customer after the initial response determines the productivity and performance of the agent.

If you take too long to respond, the customer would get annoyed and probably leave a bad review or would no longer engage in business with you.

4. Requests escalated

Escalated requests are important for a couple of reasons.

Employee Training – This is an important metric that you keep a track of. If a request is escalated to a superior, then it means that the agent has failed to address the concerns of the customer. You may believe that this is the endpoint that every customer service agent should dread and avoid at all costs.

So, this metric precisely determines if a representative is good at his job or not. The higher the number of these requests, the more probable it is that the agent is not qualified or competent enough to cater to customers’ requests or needs.

Product Gap – multiple issues of the same type that get escalated often point to a product gap. In this case, the issue is not with the CSR but potentially with the sales or customer success function. Here, the customer was promised certain functionality and the product simply did not deliver.

Options here include retraining other departments or depending on the gap, working with the product team to understand what the client actually needs and coming up with a solution that works. The latter will definitely drive an increase in a clients customer experience.

5. Number of Complaints Regarding a Customer Service Representative

It is highly likely that a single individual is unable to entertain the concern of all customers. Some people are just not naturally drawn towards resolving customers’ issues and this can gravely affect their performance.

So, by evaluating this metric you can judge whether an individual is cut out for this job and is he/she able to address customers’ issues properly or not. We talked a bit about empathy in my round-up of the top CX posts in September and I’d urge you to read that post for more information and detail.

It is important to understand that a single complaint is sometimes not relevant. Rather, what leaders need to look for is a pattern of behavior.

6. Time Taken to Offer Initial Response

If you aim to offer the best customer service, you must keep a meticulous record of your initial response time. The higher this number goes, the more irritated the customers will get.

Representatives must be on their toes when it comes to addressing customers’ concerns. The customers must be instantly put through to the right person or the respective department, so they don’t have to wait unnecessarily. Measuring first call resolution is one of the most important KPIs for customer service teams.

7. Customer Service Rating

This metric is the best indicator of how well your individual customer rep’s performance has been. This number shows how the customers viewed and marked the performance of the agent.

This rating can be garnered by customer feedback, comments, or a star-rating. Companies generally use customer surveys to understand how customers perceive their teams. Another great indicator for companies that continues to gain in popularity is the NPS score.

8. Sales made after Contact

The objective of the customer service team should be to address customers’ concerns, so they are satisfied with the product or service and continue to increase the sales of the organization.

So, if the agents are performing well, or are providing related cross-sells or upsells of the product then the sales would increase, and more revenue will be generated. So, this metric takes effective customer service as a determinant that affects sales.

9. Rate of Successful Resolutions

This rate is a major defining factor in the performance of each customer service agent. This rate shows how well individuals have performed and how successful they have been in resolving customer complaints and issues.

Having an agent who doesn’t handle many requests but has a significantly high successful resolution rate is worth having in the team.

You can calculate it by employing the formula:

Resolution Rate= (Resolved requests) / (Support Requests)


You can only deliver exceptional customer service if you know exactly what your customers are expecting from you and you don’t have to be a mind-reader for that. Stay close to your customers and make them feel heard and valued. Just track the above-mentioned metrics periodically and this way you would be able to appraise the performance of your customer service agents and the experience offered to your customers.

Customer Care Cheat Sheet

May 2019 was the time I last vented my frustration online about a horrible Hard Disk replacement experience I had been through. I also promised a follow-up if something related happens again. It didn’t take much longer to happen. Another hard drive of mine failed last month, and I had to submit an RMA request for it. The hard drive that failed this time was from a different company, Western Digital. These two replacement experiences fell in stark contrast to each other and became a perfect example to understand how to deal with customers.

Well, if you want to be that ‘be different’ company and for some particular reason and want to drive your customers away, then sure, head over to this hilarious article. But if you are in for the long haul, then just see what these guys at WD did right. It turns out; they carefully implemented all the to-dos for excellent customer experience displaying a stellar example of how things need to be done.

Less Waiting Time

After being welcomed with a much-needed breeze of AC on a sunny day, their office felt like heaven. A well-organized stack of numerous hard drives was on my left, and few guys dressed in the company’s shirt were standing on my right, strangely smiling as if they were waiting just for me. The soothing fragrance of a freshly mopped floor was one of those unnecessary details that added up to the experience which I am so excited to share.

The three replacement counters in front of me had a short queue each. One of these smiling guys approached me and asked me to join the line, as I was waiting in the queue, he verified my documents. The waiting time was brief, and I successfully submitted my HDD for replacement. This whole experience was the complete opposite of what I had in May, where I had to wait in queue for almost an hour and wasn’t given any satisfactory service. I agree the staff might be the problem, but it spoiled my impression of them anyway.

Verifying my documents beforehand saved the time of the executive behind the counter and also prevented me from wasting my time in the queue if my documents were incomplete. Fortunately, this time, they weren’t.

There were two things that you can learn from this; Firstly, if possible, reduce the waiting time of customers by dividing the waiting queue into several small queues. Secondly, allowing other employees to assist each other, which in turn makes your organization’s operation much smoother and efficient.


It was very simple for him to come and approach me with a smile, but that small action etched a great first impression in my mind about him and the staff. Those friendly initial greetings established the tone we had for the rest of our conversation. The thing that pulled my attention the most was his concern to help me solve my problem. He genuinely listened to my concerns and happily answered everything I inquired about.

In the end, he also made a comment about my phone, “Nice phone, man! I’m saving up to buy this one too.” Even though that was completely unnecessary it helped me in getting more comfortable with him.

I would ask you to recall your last poor customer service experience where the attendant hearing your queries actually showed interest in them. I bet you can’t remember anything like that. The point here is that, customer personnel who actually tries to understand the concerns by making the conversation customized and breathable eventually sets a personal connection with the customer. Which, if not always, could solve the most difficult of situations.

Utilize your Expertise

This time, I also wanted to buy a new Hard Disk. Considering my budget and type of requirement, the salesperson picked five different drives for me to choose from. If I was given a choice to look myself from that overwhelmingly big rack of drives, I’m sure I’d have ended up with a Decision Paralysis. Even though I consider myself a techie to some extent, but my knowledge stands nowhere near the expertise of these guys. Getting a second opinion is very advisable. This surely helped me in making the right decision and helped them in making a sale.

The reason customers seek support during a purchase is that having an expert’s recommendation removes the ‘what if’ factor from their mind and helps them in decision making. Compare this to what I experienced when I went to purchase a Computer Monitor a couple of years back. I went into the shop, and the salesperson simply placed several monitors in front of me to choose from, that’s it. He didn’t tell me much about them, and as expected, I was dumbfounded. I left the shop shortly due to indecisiveness. I was ready for a purchase, but it felt like he wasn’t interested in selling. That’s a missed opportunity, I must say.

Be Quick

The whole replacement process of the earlier mentioned company was an absolute mess. I was first required to drop an email to their customer care in which I had to prove that my HDD was indeed failing. After wasting time there, they asked me to fill up an RMA request form, print it out and paste it on the inside of the box which I was supposed to pack my hard drive in. Even after all that I was supposed to drop this HDD to their hostile office myself.

I do understand these customs are made to prevent forgery, and WD did the same thing, but the difference was in the time I spent in the process. With WD, it took me less than a week to get my drive replaced with brilliant customer service both online and offline. Whereas, I wasted a whole month getting the replacement from the other company. Me getting my drives replaced with this company shows that I’m already a committed customer but the pace at which WD solved my issues ensured that I’d buy from them again. Which I shortly did.

Make Waiting Pleasurable

While waiting for a brief amount in the queue, I was offered water and even coffee. The AC’s were at full blast, and the whole office had a peaceful environment, in contrast to what I experienced earlier, where only one counter had the luxury of a working fan. I was sweating while waiting in the queue, and the loud noise of packaging was banging my ears like anything. WD understood, if the customers are going to spend some time waiting, then it should be a pleasant experience.

Stay True to Your Word

WD promised me that replacement drive would be delivered within two days and it actually did. A simple thing to do, right? The other company made the same duration of promise, but the delivery took nine days. In the end, they even stopped responding to my emails. If your company sets an expectation and doesn’t adhere to it, there will be problems.

Even though the WD hard drives are a bit costlier in comparison to that company, it didn’t hurt me much. I’m already assuming they’ve taken this extra premium to serve their customers better. For me, it was worth it.

It is just a simple thing to understand. If you make it easy for your customers to do business with you, your business would not only prosper, but your customer’s experience will improve as well.

What is Customer Journey Mapping and Why is it Important?

Most people have the wrong view of customer journey mapping, and that is why they get intimidated by it. They think that it has to be an accurate representation of every degree of customer’s experience. This is impossible.   

It is better to think of it as a persona. Customer maps are like personas. The only difference is that they focus more on the questions and tasks. They express the experience of customers over time and not as a snapshot. This means that they work together. A customer journey map focuses on the customer experience while a persona focuses on people or the person.  

The Meaning of Customer Journey Mapping

According to Forbes, customer journey mapping can be defined as a way of visualizing the experience of customers and how the customers interact with your business. The primary goal of mapping the journey is to remove any obstacles and improve efficiency while also making the process intuitive. The customer experience will improve if you create a seamless experience. Laterally, it is mapping out the best way for the typical journey of the customer.   We can refer to it as an archetype representing the underlying complexity and nature of a real journey. There is no way a customer journey map can be 100% accurate. This can leave a lot of people wondering about the importance of customer journey mapping.

Importance of Customer Journey Mapping

It is not easy to create a customer journey because it requires a lot of effort to create. For this reason, you will create fewer of them. People often create customer journey maps for each of their primary audience. Rather than digging into too many details, they focus on the overview of the whole journey. You can polish out the journeys over time. You can also think of customer journey map as a story designed to give insights into the journey of the customer.   

Companies Can Refocus With an Inbound Perspective

Customers can discover your company with the aid of inbound marketing rather than using outbound marketing to discover your customers. Using outbound marketing is not effective because it involves using tactics that are poorly targeted at uninterested audiences and it can interrupt customers from their activities.  

  You can spend a lot of money on outbound marketing and achieve undesirable results. This can annoy customers and deter them. On the other hand, inbound marketing involves creating interesting content that potential customers are already looking for. This can grab the attention of the customers at first and focus on sales later.   By mapping out the journey of the customers, you can understand the helpful and interesting things to your customers about your website and company. You can also understand things that are turning your customers away. You can also create vital content to attract the customers to your company and improve customer trust.

The New Target Customer Base

You won’t be able to know the psychographics and demographics of your customers if you don’t understand the customer journey. This can be dangerous and can waste a lot of resources to target an audience that is too broad repeatedly. It is important to target people who are likely to be interested in your content, products, and services.   You will get a good picture of the types of people trying to achieve a goal or get services and products from your company if you research the needs of your customers and map out their journey.

Creation of a Customer-Focused Culture 

It can be difficult to coordinate different departments in your company as it gets large. This will make it difficult to be customer-focused. Your company will, therefore, have marketing and sales goals that are not based on what the customers want.    You can share a clear customer journey map with everyone in your department. The maps will help you understand every step of your customer’s journey from the first time they interacted with your company to the post-purchase support. You cannot deny the importance of customer journey mapping based on this rationale. 


Timing is an essential factor for businesses to focus on when looking at the customer journey mapping. Businesses can use the maps to observe the time it takes customers to complete specific actions.

Identifying gaps in Communications and Service

Businesses can use customer journey maps to reveal gaps in customer service. This can enable business managers to make the necessary adjustments and improve service delivery. For example, one department may prove to be understaffed, and this can cause frustration to customers who interact with that department. Problems in communication between departments and among employees may be revealed and solved accordingly.

Reduced Costs

Businesses that use customer journey maps reduce costs. Research done by the Aberdeen group indicated that brands that use customer journey maps improve in the cost of customer service more than ten times. The research also found out that brands that use customer journey mapping grow by 21% within a year while those that don’t use customer journey maps experience a yearly decline of 2.2%. Customer journey mapping also increases referral marketing, and this reduces the costs of marketing.

An Example of Customer Journey Mapping

This is an example of a customer journey map, and it clearly shows the steps that dapper apps believe customers go through as they interact with them. The company goes beyond the purchasing phase and incorporates the post-purchase needs and initial research.   

  The map helps employees to get into customer’s mind and understand the questions they have and their emotions. This makes the map effective. The dapper apps take incremental actions in response to the customers’ questions and feelings, and this helps it to solve the current problems that customers have.

Reasons why Customer Journey Maps Fail

There are many different reasons for failure when it comes to customer journey mapping. Here are some of the most common ones that you need to be aware of.

Speaking to Like-Minded Colleagues Alone

When employees are expressing their views on customer journey, they can gravitate towards views that only reflect their own opinions and common wisdom. This can lead to employees expressing their opinions, and not views backed up with concrete evidence.    This can be very dangerous if the opinions of the employees are taken and accepted as facts. It is therefore important to seek out a wide range of opinions from different groups of employees.

Lack of Clear Governance

Customer journeys cut across different organizational structures. This makes it useful to form a functional group that cuts across all the structures to reflect different departments’ experiences of the customer journey. It is important to have proper governance in place for this to be successful.

Failure to Involve Stakeholders

It is important to involve all parts of the business to participate in the creation of the map. Strong support should come from the senior leadership to ensure that customer journey mapping is successful. An initiative such as customer journey mapping will fail without executive sponsorship.

Not Speaking to Customers

During customer journey mapping, it is important to take the opinions of your employees. But as we had earlier seen, some employees will only give you their opinions and not hard facts. To solve this problem, it is crucial to validate the views of your customers by talking to the customers and not relying on your employees to give you information.

Spending too Much Time on Research

It is important to do enough research, but this doesn’t mean that you should spend too much time on research. You can result in a lot of problems if you do too much research. Researching for too long can make the project too be too expensive and complex. You only need research to create a detailed and helpful map and not to improve functions.


The process of customer journey mapping creates an overview of customer experience. It also maps how your customers navigate through the sales funnel. Customer journey mapping is useful across both refinement process and iteration as new elements get designed while the old ones get refined or discarded. You can use customer journey mapping to identify opportunities and enhance the overall experience of your customers.   Customer journey mapping can help content creators create the best way to approach the creation of their content. For the designer folks, customer journey mapping can help them to identify the missing connections in the navigation and help to eliminate various customer frustrations.   With customer journey mapping, you will be able to put your customers at the center of everything you do. You won’t only look at your needs and priorities and make assumptions about ways you can motivate your customers to meet your business goals. It gives you a reason to consider the customers first.   To get started with customer journey mapping, you will first need to choose the processes you want to analyze and deconstruct each step taken to complete each process. This sounds easy but you there are some challenges. Nevertheless, every business needs customer journey mapping, and you need to make a decision now because there are numerous benefits that you will enjoy later.