Every consumer is unique, each with their own sets of needs and expectations. With every interaction with your brand, consumers will have many different options for how they can go about taking the next step in their customer journey. Not to mention, these options will also often depend on how well – or how poorly – their last brand interaction went.
For a Customer Experience professional, it can be very valuable to be able to pinpoint what types of experiences lead to specific paths along the customer journey, especially costly ones. These insights can guide them to make more customer-centric decisions when trying to design positive experiences that will better lead consumers down more desirable paths.
Collecting the “Next Steps” metric as part of a CX program can help you do this.
http://customerthink.com/cx-metrics-series-next-steps/
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