Market Updates

Critical KPIs for Creating Effective Customer Journeys

May, 2019


Customer journey includes a long trail of customer’s different experiences involving several channels and touchpoints of interactions. Customer journey is different for every individual and getting inside every individuals head to know about the entire experience at every single touchpoint becomes difficult for most of the companies. Companies cannot Measure everything along the customer journey, so what they can measure?

Some of the critical KPIs at every stage of customer journey are mentioned below, which can help the companies in creating effective customer journeys.

1. Early Stage
This stage is the beginning of customer journey, which includes a customer awareness about the need of product or services and awareness about any company or brand. In early stage, a customer can interact with a company or brand in several ways such as social media, Google ads, review sites, word of mouth, other ads, such as television, store signage, commercials, and newspaper ads.

2. Middle Stage
The middle stage of the customer journey includes the final decision making, purchase decision, and delivery. This is the most important stage in a customer journey where a customer will either complete a purchase or it would be a failure.

3. Late Stage
This stage consists of every action after the post purchase, i.e. customer received product or services, it may include positive reviews about the company or brand, continued service, customer loyalty, etc.

Important KPIs in different stages includes:

Early Stage

  • Awareness of brand

  • Social Listening

  • How Did You Hear About Us?

  • Opens, Views, Clicks, and Traffic

Middle Stage

  • Bounce Rate and Pages per Session

  • Session Recording

  • Visits

  • Conversions

  • Time to Launch

  • Checkout Abandonment Rate

Late Stage

  • Support Rate

  • Customer Satisfaction

  • Net Promoter Score

  • Upsell/Cross-Sell Rate


Tracking the beginning of customer journey can be challenging, as customers sometimes don’t remember when and where they first heard about the company or brand. Customer journey analytics platform track monitors and analysis the above mentioned KPIs at every stage of the customer journey. By using AI, customer journey analytics solutions help the companies in making each customer journey unique, which improves customer loyalty and company’s bottom line.

- Sonam Chawla
ICT - Research Analyst
Infoholic Research