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Adding Metrics to Customer Journeys

Adding Metrics to Customer Journeys

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

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

TheyDo customer journey experience dashboard

Supported data types

TheyDo currently supports two ways of inputting data:

  • Adding data manually: Using manual data input allows you to enter any type of data you want.
  • Adding data through an API: Integrate with external data sources to sync data to TheyDo. Qualtrics is currently the first supported platform. Integrations with other platforms will be added in a similar fashion.

The Qualtrics integration is available within the Enterprise plan. To set it up you need to be an Organization Administrator within TheyDo. Read the setup guide to get started.

Qualtrics integration
Use metrics to enrich your journeys with any type of data.

Adding metrics

Where to add metrics

You can add metrics at two points in TheyDo:

  • Journeys. To do this, click the ‘Add Metric’ button next to the Journey title.
  • Journey steps. To do this, create a Metric lane in your journey, and then click the + Metric button.

Adding new or existing metrics

TheyDo - Adding metrics

When you add a metric, you can choose from any previously created metric, or create a new one.

Metrics are ‘linked’ entities. That means that metrics are stored in a metrics database from where you can link them to any other journey or journey step.

To help you find the right existing metrics, use the filters to narrow down your search.

Editing metrics in the side panel

When you add a metric, the metric will open in a side panel. There you can add tags, descriptions, and data to your metric.

For any metric you can specify the following things:

  • Title: The title of your data card.
  • Source: Choose between manual data input, or linking to Qualtrics.
  • Type: Choose the type of data. You can currently choose between CES, CSAT, NPS, or ‘Other’. Choosing ‘Other’ allows you to specify any custom unit for adding data such as conversion, time on tasks, etc.
  • Owner: Choose an owner of the metric.
  • Target: Choose a target for the metric. This target will show up as a target line in the line chart.
  • Personas: Choose what personas the metric is relevant for.
  • Tags: Choose any tags the metric is relevant for, e.g. what channel, country, product, OKR, etc.
  • Group: Choose the group the metric is relevant for, e.g. for marketing metrics, tag a ‘marketing’ group.
  • Creation information: Shows when the metric was created and by whom.
  • Visualization information: Summarizes the parameters used to visualize the metric.
  • Metric number: Shows the average measurement across the selected time period.
  • Number of responses: Shows the number of responses used to create the metric number across the selected time period.
  • Target line: Shows the target in the graph.
  • Description: Use this to add extra information about the metric.
  • Data points: Shows the data points added.

Tip: Make the title of your metric descriptive and specify as many tags as you can. This will help you and your colleagues to understand what the Metric represents while also helping them to find it.

TheyDo’s CX lead Kaspar Kazil shows a pre-filled, populated service blueprint template, that helps you kickstart your standardization process.

Adding data manually to a metric

To add manual data to a metric:

  1. Create a new metric by clicking on the ‘Add Metric’ button next to the Journey title, or by clicking on ‘+metric’ in the metric lane.
  2. Click on ‘Create new metric’
  3. In the metric sidepanel, choose ‘manual’ as the source.
  4. Select a metric type. For manual Metrics we support NPS, CSAT, CES, and ‘other’ data points. You can change the type until you add your first data point.
  5. You can then add the data points at the bottom of the side panel. The way you add data will be different depending on the type of metric you’ve selected in step 4.
  6. For ‘other’ metric types, you can also specify what unit you want to display on the Metric and its card. Furthermore you can 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).

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 goes for ‘monthly’.

Manual data input will look different depending on the type of data you select.

Adding data through an API

After enabling your API, do the following:

  1. Create a new metric by clicking on the ‘Add Metric’ button next to the Journey title, or by clicking on ‘+metric’ in the metric lane.
  2. Click on ‘Create new metric’
  3. In the metric sidepanel, choose the data source. Currently ‘Qualtrics’ is the first supported API.
  4. Select a Qualtrics 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.

Options for data visualization

TheyDo - Options for data visualization

For any metric you can choose between two visualization styles: a line chart or a pie chart. Furthermore, you can specify what the number shows:

  • For NPS, CES, and CSAT metric types, the number shown reflects the average measurement across the selected time period.
  • For ‘other’ metric types, the number shown depends on the formula you selected. You can choose to either see the average of the Metric in the chosen time range, or the total (sum).

Metric Cards

When you add a metric, a metric card is also created that summarizes the CX metric. The number shown on these cards always shows the last complete period. If the current period is not complete yet it will show the data point of the previous period. If there is no previous data period it will be empty.

For example: If you have the Metric set to weekly, and it’s Wednesday in week 45, the metric card will not show you the number for week 45 yet since that period is not yet complete. Instead it will show the data for week 44 and compare it to week 43. If there is no data for week 44 the card will not show any number.

What metrics are most relevant to add

Now that you’re able to add 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 CX metrics

Attitudinal CX 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 a customer job done.

Behavioral CX metrics

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

  • Conversion rate: the percentage of customers that complete 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.

Other metrics

Next to CX-focused Metrics you can add any other metrics related to business, sales, marketing, finance, and more. Think of:

  • CO2 emissions: how much of a CO2 footprint a journey or step results in.
  • Revenue: how much revenue a journey or step results in.
  • Help desk calls: how many help desk calls a certain journey or step results in.
  • 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.

altrics integration

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 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, POs, 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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