You know customer journeys matter. But unless your company is the exception, you probably don’t know how well each journey performs. Does it . . . deliver value to customers? . . . meet short-term and long-term organizational goals? . . . help improve employee experience? . . . shine in make-or-break moments? . . . flow well for the customer?

To bridge this gap, we went deep into researching this challenge. And we’ve just published the first report in a new series on journey measurement: “The Journey Measurement Framework: Assess And Predict Journey Performance.”

The framework we’ve created quantifies journey performance but not only by defining end-of-journey success metrics. We add in-journey signals that predict journey success. Journeys that are high-performing do well on success metrics and in-journey signals. Creating such a framework lets you prioritize which journeys to focus on, measure the benefits of journey improvements for your customers and your organization, and equips you with an early warning system about underperforming journeys.

A system of metrics to measure and manage journey performance by quantifying end-of-journey success and in-journey signals that are leading indicators of journey success.

Can you do this at your company? Yes, no matter whether your company has little or lots of connected data along the customer journey. In fact, our report lays out the steps for building the journey measurement framework and specifies how to approach each step depending on the availability of connected data.

To get started, read the report. We’d love to hear what helps and what you struggle with.

Next up: Act on the data you uncover! The two of us are working on the follow-on report in this journey measurement series now. It explains how to scale your journey measurement framework to effectively orchestrate great customer journeys. Watch this space!