What do indirect measures refer to in customer journey analysis?

Indirect measures in customer journey analysis encompass metrics that evaluate aspects of the service experience without relying directly on customer feedback. Such measures provide insights into the effectiveness and quality of services offered by an organization. Metrics like service quality and value streams help organizations understand how well they are delivering services and the efficiency of their processes.

By analyzing these indirect measures, businesses can identify areas for improvement that might not be immediately visible through direct customer feedback. For example, service quality metrics might reveal issues in the delivery of services that could ultimately affect customer satisfaction and loyalty, even if customers are not explicitly reporting problems. Similarly, value streams can illustrate how value is created for customers and where potential waste or delays occur in the processes.

This approach is beneficial because it allows for a more comprehensive understanding of the customer journey and can uncover systemic issues within the service delivery that customers may not readily articulate.