How to map Metrics to the Customer Journey?

We have distinguished between input and output metrics. However, they don't exist as a universal, absolute set. Rather, every step of the customer journey can be mapped to both of them. Let's understand how.

Mapping metrics to the customer journey involves aligning specific measurements to each phase of the customer's experience with a product or service, from initial awareness to post-purchase behavior.

---

Example:
A streaming service may map:

☞ initial free trial sign-ups to the awareness stage,

☞ track the number of hours streamed during the trial for the engagement phase, and

☞ monitor subscription upgrades for the conversion stage .

They might also measure customer support interactions post-conversion to assess satisfaction and retention.

---

Significance:
This mapping allows businesses to diagnose the health of their customer journey and identify stages needing improvement.

For example, if trial-to-subscription conversions are low, the service might need to enhance the trial experience or offer more localized content to cater to diverse Indian audiences.