Mapping and understanding the customer journey can be tricky. From awareness and research to purchase and post-sale activities, your customers interact with you in a number of ways. It’s nebulous. It’s non-linear. And the more customer touchpoints you have, the more involved customer journey mapping becomes.

Fear not!

As it turns out, there are plenty of approaches to mapping customer experience. As part of your approach, be sure to take a look at the following customer journey KPIs. These reliable indicators can provide insights into how your team can improve the customer journey overall.

1. Net Promoter Score (NPS)

Net Promoter Score (NPS) is something like the Ancient Roman thumbs up or down. In this version, though, the customer is Emperor. Truth is, few KPIs are more brutally revealing than whether or not your customers would recommend your products and services to others. Dig deeper, though: what part of your customer support experience is creating neutral or negative NPS scores? The answer to this question can be telling. Here are some tips for improving NPS.

2. Customer Satisfaction (CSAT)

Support interactions are key touchpoints in any customer journey. And customer satisfaction (CSAT) surveys help measure a customer’s contentedness before, during, and after they interact with the support team. If you’re noticing an uptick in poor CSAT scores, take a look at your agent productivity, ticket deflection strategy, and self-service experience. All of these can have a direct impact on CSAT.

3. Customer Effort Score (CES)

Throughout the journey, customers are going to try to self-serve. They’ll attempt to register, activate, and solve product issues on their own. Question is, how much effort is required of your customers to do the things they want to do? This can be measured using customer effort score (CES). Why CES? Well, if you make things hard on your customers, they tend to submit support tickets or abandon self-service completely. This can hurt your CES and even discourage customers from renewing.

Which leads us to…

4. Retention Rate

If your customers head for the door come renewal time, you need to examine where and why you lost them. Were those customers’ interactions with support repeatedly high-effort? Was it difficult for those customers to find useful help content? Examine your retention rate to identify the root cause(s) of any snags in your customer journey.

5. Ticket Distribution & Volume by Support Channel

A holistic view of support interactions such as calls, chats, and self-service can tell you what information customers need at certain touchpoints. Are a high volume of calls coming from customers attempting to activate, for instance? Are customers fumbling with a recent update? A closer look at the help content related to volume-generating issues can reveal sticking points and even content gaps.

6. Bounce Rate & Pages Per Session

It’s important to measure how people interact with your support content. Are people leaving your site after viewing just a single page? How many pages do users engage with each session? And what are people doing after they view a piece of content? Are a good chunk of support tickets originating from particular pieces of help content? Answering these questions will help inform your content improvement strategies, which can in turn deflect support tickets.

7. Customer Success

As a department, Customer Success can have various roles encompassing onboarding, support, and even account management. As a philosophy, customer success is a guiding principle for understanding the customer journey. How are we empowering customers to be successful with our products and services? And what does success actually mean? There are many ways to measure customer success programs. You’ll find that many metrics considered to be “customer success KPIs” are also integral to understanding the customer journey.


The beautiful thing about the KPIs above is that, done well, they will extend into other aspects of your business. By engaging your customers and staying attuned to this type of feedback, you’ll have a better picture of where you can continue to improve your product and overall customer experience.

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

Additional categories: Customer Experience