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Adding CX Metrics to Customer Journeys

Adding CX Metrics to Customer Journeys

This article explains how you can add metrics to your journeys.

Adding metrics helps to make your metrics actionable, puts your qualitative insights in perspective, and helps create a single source of truth for all your data on customer experience. This guide covers the following topics:

Types of metrics you can add

TheyDo currently supports integration with Qualtrics for linking NPS values to TheyDo. For any other data, you can add manual data points. 

The Qualtrics integration is available within the Enterprise plan. To set it up you need to be an Organization Administrator within TheyDo. More integrations with other platforms will be added in a similar fashion.

Adding metrics

You can either add a metric to a journey, or to a journey step through the metric lane.

Adding a Metric to a Journey

To add a Metric to a Journey, click the ‘Add Metric’ button next to the Journey title.

Adding a Metric to a Journey Step

To add a Metric to a step, first create a Metric lane in your journey. Then click the + Metric button.

In both cases, a modal will appear that lists the Metrics that you’ve already created (if any) and gives you the option to create a new one.

Creating a Qualtrics Metric

To add a Qualtrics Metric, do the following:

  1. On the modal, click on ‘Create new Metric’
  2. In the sidepanel that is opened, you can give the Metric a name. Make this descriptive, so future you and your colleagues know what the Metric represents and can easily find it!
  3. Choose a source. In this case Qualtrics.
  4. Select a survey. This is the survey that has the NPS question that you want to add to this journey or step.
  5. Select the NPS question that you want to add. Because this is a specific type of question, the Metric type is automatically inferred.
  6. Click ‘Start pulling in data’. Note that after you click this button you won’t be able to change the survey or question anymore. If you want to pull in a different question you need to create a new Metric.
  7. We’ll start getting the data from Qualtrics. This can take some time if you have a lot of responses.
  8. Once done, you’ll see the NPS data from the survey and the question you selected.

Creating a Manual Metric

To add a Manual Metric:

  1. Similar to the Qualtrics Metric, to create a manual metric you also click ‘Create new Metric’ on the modal.
  2. In the side panel that is opened, you can give the Metric a name. Make this descriptive, so future you and your colleagues know what the Metric represents and can easily find it!
  3. Choose a source. In this case ‘Manual’
  4. Select a type. You can change this until you add your first data point. For manual Metrics we support NPS, CSAT, CES and other data points.
  5. For other data points you can select what unit you want to display on the Metric and its card.
  6. You can also select the Formula you want to use. This determines how we calculate the metric that is shown for the chosen time range. You can choose to either see the average of the Metric in that time range, or the total (sum).
  7. For the Manual Metric you’ll need to add the data points at the bottom of the side panel. 
    1. Note: You can add one data point per day. The resolution is set to daily, however if you track the metric on a weekly basis, you can choose to add the metric for example on each Monday of the week. When you then set the metric to ‘weekly’ it will take that one data point and plot it for the week. The same for ‘monthly’

Metric Side Panel

When you add a metric, it will open in a side panel. There you can set many properties for the metric.

Metric Cards

A metric card will always show the Metrics for time periods that have been completed. E.g. If you have the Metric set to weekly, and it’s Wednesday in week 45, it will show the data for week 44 and compare it to week 43.

What metrics are most relevant to add

Now that you’re able to add CX Metrics, which ones should you add? There is a virtually endless amount of metrics you can measure, each relevant for specific roles and purposes. Within the field of CX, these are a few common examples:

Attitudinal metrics

Attitudinal metrics measure what people say, for example through surveys. They hint at how customers might feel during interactions with your product or service. Common examples include:

  • Net Promoter Score (NPS): How likely a customer is to refer your service or product to others.
  • Customer Satisfaction (CSAT): How satisfied a customer is with a service or product.
  • Customer Effort Score (CES): The perceived amount of effort a customer needs to make in order to get his customer job done.

Behavioral metrics

Behavioral metrics measure what people do. These measures will objectively show you where customers have difficulty completing their tasks or interaction. Common examples include:

  • Conversion rate: the percentage of customers that completes a desired action.
  • Time on Task: How long visitors spend to complete a certain goal.
  • Recurring Use: The percentage of customers that come back to use a product and/or service again.

Business metrics

Business metrics aim to measure how much monetary value customers and/or the journeys they experience generate or cost. Common examples include:

  • Cost to Serve (CtS): The costs that are being made to serve a specific customer, or to enable a specific journey. 
  • Customer Lifetime Value (CLV): The total financial worth a customer has to an organization, over the whole period of their relationship with that organization.

Other metrics

Next to these CX-focused metrics, you can of course also add any metrics related to sales, marketing, finance, or any other roles.

How CX Metrics help you to improve your customer experience

Including CX Metrics in your journeys has several advantages: 

  • Make your metrics actionable. CX metrics are great at explaining how large or small an issue is, but they don’t tell you what should be done to improve them. By adding CX metrics to your journeys, you surround them with a wealth of qualitative insights that help you understand the metrics and pinpoint how to improve them. Furthermore, CX metrics help you to focus on the parts of the customer experience that need your attention most.
  • Put your qualitative insights in perspective. Qualitative insights are great at explaining the experience customers have, but they don’t say anything about the relative impact or importance of these insights. Including metrics in your journeys helps you do exactly that.
  • Create a single source of truth relevant for multiple roles: By gathering quantitative and qualitative data in one place, you create a single source of truth for CX data, but also sales, marketing, and other data. This opens up TheyDo to a range of roles such as data analysts, marketers, sales, PO’s, or even board members. 
  • Track impact: When you add metrics to your journeys, you can start tracking the impact that your solutions have on the customer experience. 


Continue exploring

With the Qualtrics integration, you can sync Qualtrics data to TheyDo. This guide explains how to set it up.

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