This document discusses customer experience mapping and metrics. It includes a sample customer persona profile for Sunil Kumar, a 42 year old married VP in an IT firm with an income of 18 lacs. It also lists various customer experience touchpoints and stages, as well as positive, neutral, and negative experience definitions. Metrics mentioned include customer effort score, customer satisfaction rating, sales conversions, return on marketing investment, and net promoter score.

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Positive Experiences – Customer achieves desired outcome effortlessly, along with delightful front end experience
Customer Effort Score
Do consumers recall
or recognize my brand?
Do customers
advocate my brand?
Do we fulfill
customers expectations?
Does my sales efforts
result in conversions?
How does my offerings
rank on evaluation?
Moments of Truth
Sunil Kumar
Aged 42, Married with 2 kids.
VP in IT firm, average income
of 18 lacs & Web savvy
Emotionally charged
interactions experienced
by customers at each
touch point or stage.
Neutral Experiences – Customer achieves desired outcome with lots of efforts or average front-end experience
Negative Experiences – Customer gets a negative outcome and/or miserable front-end experience
Customer Experience Journey Mapping
How much effort did you personally had to put forth to handle your request (desired outcome)?
1 – Very Low Efforts 3 - Neutral2 – Low Efforts 4 – High Efforts 5 – Very High Efforts
Customer Satisfaction Rating – 1 (Extremely Dissatisfied) to 7 (Extremely Satisfied)
• Sales Conversions
• RoMI vs. Budgeted
• Average Order Size
• Wallet Share, CLV
• Churn Rate
• Repeat Sales (RFM)
• Costs to Serve Savings
• Segment Profitability
• CSat, CES, NPS
• No. of Referrals
• Engagement
Metrics
Questions of
Senior Management
• Total No. of Leads
• Qualified Leads
• Value Proposition
• Brand Reputation
• Social Media Analytics
• Word of Mouth
Voice of Customer
Customer Persona (Segment-wise)
Demographics – Age, Gender, Income, Family, etc.
Geographics – Urban, Suburban, Rural
Psychographics – Lifestyle, Social Class, Interests
Net Promoter ScoreCustomer Profiling (Segment-wise)
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Lifecycle Stages
or Touch points