explore · Strategy · 120–240 min · 5-15 people · medium energy

Journey Mapping with KPIs

Journey Mapping with KPIs integrates key performance indicators (KPIs) into the customer journey mapping process to track progress and identify areas for improvement. This method allows teams to visualize the customer experience and measure its impact on strategic goals.

When to use Journey Mapping with KPIs

Use this method when you want to understand the customer experience and measure its effectiveness in achieving strategic objectives. It's particularly useful for identifying pain points and opportunities for improvement.

What it solves

Lack of understanding of the customer experience, difficulty measuring the impact of customer experience initiatives, misalignment between customer experience and strategic goals.

How to run Journey Mapping with KPIs, step by step

  1. Define the scope of the journey map and identify the target customer segment. (15 minutes)
  2. Map out the customer journey, including touchpoints, actions, emotions, and pain points. (60 minutes)
  3. Identify KPIs that are relevant to each stage of the journey and aligned with strategic goals. (30 minutes)
  4. Collect data on the KPIs and analyze the results to identify areas for improvement. (30 minutes)
  5. Develop and implement action plans to address the identified pain points and improve the customer experience. (30 minutes)

Materials needed

  • Whiteboard or virtual whiteboard
  • Markers or digital pens
  • Sticky notes
  • Customer data
  • KPI tracking tool

Facilitator tips

  • Involve customers in the journey mapping process to get their perspectives.
  • Focus on KPIs that are actionable and measurable.
  • Regularly review and update the journey map and KPIs.

Common pitfalls

  • Creating a journey map that is too complex or detailed.
  • Failing to collect data on the KPIs.
  • Ignoring the insights from the journey map and KPIs.

Variations

  • Use different types of journey maps, such as current state, future state, or day-in-the-life maps.
  • Segment the journey map by customer persona.

Running it online or hybrid

Use a collaborative journey mapping tool like Miro or Mural.

What it produces

A customer journey map with identified KPIs and associated data.

Origin

Inspired by More Than Metrics' work — source

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