Customer Journey Analysis and Experience Measurement Quiz

Insights on Customer Journey Analysis and Experience Measurement

• Multichannel literature offers key insights into analyzing, managing, and influencing the customer journey.
• Channel choice behavior studies initially focused on one specific channel, but now assess drivers of online channel use.
• Channels differ in benefits and costs, and customers differ in their preference and usage of channels across different purchase phases.
• Mobile device channels interact with existing channels and offer new opportunities to create touch points.
• Mobile channels appear to be better suited for search than for purchase.
• Customer experience measurement plays a critical role in making insights actionable for the firm.
• There is not yet agreement on robust measurement approaches to evaluate all aspects of customer experience across the customer journey.
• Customer satisfaction and NPS perform equally well in predicting firm performance and customer behavior.
• Transformations of metrics to account for potential nonlinear effects due to notions such as customer delight are useful.
• Customer feedback metrics focusing on a specific domain of the customer experience are not strong in predicting future performance.
• Multiple customer feedback metrics predict customer behavior better than a single metric.
• Critical touch points throughout the customer journey need to be identified to have the most significant influence on key customer outcomes.