Customer journey - Customer journey

Customer Journey

Toolkit

De toolkit die toeristische bedrijven inzicht geeft in de meetbaarheid van de touch points van vakantiegangers gedurende hun customer journey.

ENG

start

Pre-trip

Customer
service

Marketing

Social Media
Reach

Social Media
Engagement

Social Media
Conversations

Project
management

Sales

Social Media
Customer Loyalty

Customer
loyalty

Customer
service

Loyalty
program

Post-trip

Economic

Core

Supplementary

Future
development

A & F services
general

A & F bar and cellar
management

A & F front of house and restaurant management

A & F kitchen management

A & F management
of finance
and administration

A & F sales and
marketing plus function
management

Environment

A & F staffing

Sociocultural

A&F =
Accommodation
& Food

On-holiday

Dit is een project van het Data & Development Lab

Special thanks to NHL Stenden students Philipp Best, Nadila Nurfitri en Wanyun Han.

Pre-trip

Here's your chance
to find out!

Customer service

Metric/Performance indicators	Definition	Measurement Techniques
Customer satisfaction score	The CSAT KPI is typically measured by customer responses to a very common survey question: “How satisfied were you with your experience?” This is usually answered with a numbered scale.	Survey, web scrapping, Reviews.
Net promoter score	Your NPS KPI provides insight into your customer relationships and loyalty by telling you how likely customers are to recommend your brand to someone in their network	Customer Relationship Management, Survey, Web Scrapping, Reviews.
Hit rate	Calculate your hit rate by taking the total number of sales of a single product and dividing it by the number of customers who have contacted your customer service team about said product.	Assessment Techniques, Web Scrapping, Customer Relationship Management
Customer service email count	This is the number of emails your customer support team receives.	Web Scrapping, Websites, Mobile Apps.
Customer service phone call count	Rather than email, this is how frequently your customer support team is reached via phone.	Celular Data Techniques, Phone Call, Ask People How They Feel.
Customer service chat count	If you have live chat on your ecommerce site, you may have a customer service chat count.	Assessment Technique, Web Scrapping, Social Media
First reponse time	First response time is the average amount of time it takes a customer to receive the first response to their query. Aim low!	Emotional Tracking, Sensor Technology
Average resolution time	This is the amount of time it takes for a customer support issue to be resolved, starting from the point at which the customer reached out about the problem.	Assessment Techniques, Online Questionners.
Active issue	The total number of active issues tells you how many queries are currently in progress.	Assessment Technique, Social Media, Web Scrapping
Backlogs	Backlogs are when issues are getting backed up in your system. This could be caused by a number of factors.	Deep Learning/Artificial intelligence
Concern classification	You’ll classify the customer concerns which will help identify trends and your progress in solving issues.	Social Media, Web Scrapping, Survey, Online Questionners, Reviews
Service escalation rate	The service escalation rate KPI tells you how many times a customer has asked a customer service representative to redirect them to a supervisor or other senior employee. You want to keep this number low.	Assessment Techniques, Emotional Tracking

Marketing

Metric/Performance indicators	Definition	Measurement Techniques
Time on site	This KPI tells you how much time visitors are spending on your website. Generally, more time spent means they’ve had deeper engagements with your brand. Usually, you’ll want to see more time spent on blog content and landing pages and less time spent through the checkout process.	Web Scrapping, Survey, Cellular Data Techniques, Social Media, Online Questionners
Bounce rate	The bounce rate tells you how many users exit your site after viewing only one page. If this number is high, you’ll want to investigate why visitors are leaving your site instead of exploring.	Survey, Online Questionners.
Pageviews per visit	Pageviews per visit refers to the average number of pages a user will view on your site during each visit. Again, more pages usually means more engagement. However, if it’s taking users too many clicks to find the products they’re looking for, you want to revisit your site design.	Web Scrapping, Survey, Tracking.
Average session duration	The average amount of time a person spends on your site during a single visit is called the average session duration.	Assessment Techniques, Visitors Tracking, Online Tools.
Traffic source	The traffic source KPI tells you where visitors are coming from or how they found your site. This will provide information about which channels are driving the most traffic, such as: organic search, paid ads, or social media.	Tracking, Surveys, Online Questionners.
Mobile site traffic	Monitor the total number of users who use mobile devices to access your store and make sure your site is optimized for mobile.	Online Tools, Vistors Tracking,
Day part monitoring	Looking at when site visitors come can tell you which are peak traffic times.	Traffic Data, Online Tools, Web Scrapping, Cellular Data Techniques.
Newsletter subscribers	The number of newsletter subscribers refers to how many users have opted into your email marketing list. If you have more subscribers, you can reach more consumers. However, you’ll also want to look at related data, such as the demographics of your newsletter subscribers, to make sure you’re reaching your target audience.	Web Scrapping, Social Media, Google Analytics, Web Matrix Techniques
Texting subscribers	Newer to digital marketing than email, ecommerce brands can reach consumers through SMS-based marketing. Texting subscribers refers to the number of customers on your text message contact list.	Mobile Phones, Smartphones, Cellular Data Techniques, Agreements with telephone,
Subscriber growth rate	This tells you how quickly your subscriber list is growing. Pairing this KPI with the total number of subscribers will give you good insight into this channel.	Reviews, Google Analytics, Social Media Analytics.
Email open rate	This KPI tells you the percentage of subscribers that open your email. If you have a low email open rate, you could test new subject lines, or try cleaning your list for inactive or irrelevant subscribers.	Web Scrapping, Trackings.
Email click-through rate	While the open rate tells you the percentage of subscribers who open the email, the click-through rate tells you the percentage of those who actually clicked on a link after opening. This is arguably more important than the open rate because without clicks, you won’t drive any traffic to your site.	Open Data, Trackings, Online Tools.
Unsubscribers	You can look at both the total number and the rate of unsubscriptions for your email list.	Analytics, Online Tools.

Social Media Reach

Metric/Performance indicators	Definition	Measurement Techniques
Followers	Perhaps the most obvious way to determine whether you’re reaching enough people is to look at how many followers and fans you have on each platform.	Social Media, Web Scrapping, Reviews, Websites.
Impressions	Impressions are a complicated metric to measure. They show how many times your posts showed up on a timeline or newsfeed. One user can have multiple impressions. For instance, they may see a post once in their own feed, and then again when someone else they follow shares it. Though this number is vague as it simply indicates how many people could connect with your brand, a higher number is typically better.	Social Media, Surveys, Reviews, Websites.
Web traffic	The amount of traffic to your website from your social media campaigns is crucial. It’s the first steep in converting your followers into customers, as you know that they’re interested enough to find out more about your company.	Traffic Data, Tracking, Cellular Data Techniques, Analytics, Websites
Sessions	The periods of time when a user is active on your website.	Online Tools, Visitors Tracking, Assessment Techniques.
New users	Number of non-registered users on your website.	Surveys, Web Analytics.
Bounce rate	Percentage of single-page visits.	Google Analytics, Social Media Analytics.
Pages/session	The average number of pages viewed per session.	Tracking, Online Tools, Google Analytics, Social Media Analytics.
Avg. session duration	The average length of sessions on your website.	Tracking, Wi-Fi Data, Cellular Data Technique,
Goal conversation rate	Defined conversation rate goal.	Reviews, Mobile Phones, Smartphones, Google Analytics.
Goal completions	Number of actually achieved goals.	Google Analytics, Social Media Analytics.
Share of voice	Share of Voice is a metric that determines how the buzz around your business compares to that of your competitors.	Assessment Techniques, Surveys

Social Media Engagement

Metric/Performance indicators	Definition	Measurement Techniques
Clicks	Clicks are one of the simplest forms of engagement to measure. Anyone willing to click on a link to your website or blog is generally more likely to convert.	Online Tools, Web Scrapping, Tracking.
Likes	Likes are a natural way to generate attention for your brand. As human beings, we prefer to associate ourselves with ideas and things that are popular. That means the more likes a post has, the higher engagement it will cultivate. Likes are also a sign that your content has authority and deserves more attention from your marketing team.	Social Media, Web Scrapping, Google Analytics, Social Media Analytics.
On your page	Likes occurred when users visited the page	Smartphones, Celular Data Techniques, Web Scrapping, Surveys
Uncategorized desktop	Happened from a browser on a desktop	Websites, Computers, Laptops
Page suggestions	Likes happened when the page was shown in newsfeed as suggestions	Websites, Social Media.
Unlikes	Number of people who have unliked your Page.	Tracking, Surveys, Online Tools, Google Analytics, Social Media Analytics.
Organic likes	Number of people who have Liked your Page, not as a result of a Facebook Ad campaign.	Analytics, Surveys.
Paid likes	Number of people who have Liked your Page as a result of a Facebook Ad campaign.	Analytics, Surveys.
Net likes	The number of new Likes minus the number of unlikes on your page.	Analytics, Surveys.
Hide post	Number of people who pressed on hide post from timeline.	Analytics, Surveys.
Hide all posts	Number of people who pressed on hide all posts from timeline.	Analytics, Surveys.
Report as spam	Number of people who pressed on report as spam, avoid and find out the reasons for this.	Analytics, Surveys.
Unlike page	Number of people who unliked your page.	Analytics, Surveys.
Shares	While likes are great, it’s not a huge indicator of brand loyalty. We can easily hit a like button after barely reading a post and then never interact with the same company again. While likes are one of the many social media key performance indicators you should measure, if you want to look at true engagement, then make sure you track shares and retweets. Shares are a sign that your customers are willing to recommend your brand to their friends.	Tracking, Surveys, Collection of Image Data.
Comments	The whole point of being active on social is to engage in conversations with your customers. If your content is relevant, interesting and informative, it will spark a conversation with your followers. More so, it could help generate loyalty among your followers.	Social Media, Customer Relationship Management.
Mentions	Approximately 96% of people who discuss companies on social don’t even follow that brand’s profile. In other words, people talk about your company when you’re not in the room. Even though you might not have a direct connection with those individuals, the things they say about your company are important.	Surveys, Tracking, Hashtags.

Social Media Conversions

Metric/Performance indicators	Definition	Measurement Techniques
Sales revenue	Determine how many conversions come to your website directly from social media, and try to get a general idea of the value of each customer.	Tracking, Surveys, Customer Relationship Management.
Lead conversion rate	Lead conversion rate indicates how many of your leads end up buying something from you. Social media efforts can improve this metric because they generate social proof for your brand, making it easier for you to earn trust and drive more conversions.	Customer Relationship Management, Transaction Data.
Non-revenue conversions	Sometimes a conversion can be something as simple as customers signing up for your newsletter so you have a larger email marketing list. However, conversions for a campaign might include downloading an eBook or filling out a form. It’s up to you to determine what success looks like for you. From there, you can begin to evaluate how your social strategies are prompting action from your customers.

Social Media Customer loyalty

Metric/Performance indicators	Definition	Measurement Techniques
Cost per lead	Since your business relies heavily on qualified leads, it’s important to know how much each one is costing you. The easiest way to determine cost-per-lead is to simply look at the amount of cash you spend on your social campaigns.	Transaction Data.
Issues resolved	Social media is more than just a way to connect with your customers, it’s an opportunity to prove your value to them in countless different ways. For instance, 78% of people who complain to a brand through Twitter expect a response within one hour. If you can show your customers that you respect them by resolving their issues quickly and effectively, then you could differentiate your brand as one that knows the value of great customer service.	Customer Relationship Management, Surveys, Analytics.
Customer lifetime value	The more loyal your fans become, the likelier they’ll buy from you. Social media campaigns can enhance customer lifetime value by ensuring that you constantly connect with the right people, rather than making brief impressions. Measure CLV as often as you can to determine how powerful your social strategies really are.	Customer Relationship Management, Transaction Data.

Sales

Metric/Performance indicators	Definition	Measurement Techniques
Sales	Ecommerce retailers can monitor total sales by the hour, day, week, month, quarter, or year.	Tracking Data, Surveys, Transaction Data.
Gross profit	Calculate this KPI by subtracting the total cost of goods sold from total sales.	Transaction Data.
Average margin	Average margin, or average profit margin, is a percentage that represents your profit margin over a period of time.	Transaction Data.
Number of transactions	This is the total number of transactions. Use this KPI in conjunction with average order size or total number of site visitors for deeper insights.	Transaction Data, Analytics.
Conversion rate	The conversion rate, also a percentage, is the rate at which users on your ecommerce site are converting (or buying). This is calculated by dividing the total number of visitors (to a site, page, category, or selection of pages) by the total number of conversions.	Google Analytics, Social Media Analytics.
Cost of goods sold	COGS tells you how much you’re spending to sell a product. This includes manufacturing, employee wages, and overhead costs.	Transaction Data, Analytics.
Product affinity	This KPI tells you which products are purchased together. This can and should inform cross-promotion strategies.	Transaction Data, Analytics.
Product relationship	This is which products are viewed consecutively. Again, use this KPI to formulate effective cross-selling tactics.	Transaction Data, Analytics, Sales Management.
Competitive pricing	It’s important to gauge your success and growth against yourself and against your competitors. Monitor your competitors’ pricing strategies and compare them to your own.	Surveys, Analytics,
Customer lifetime value	The CLV tells you how much a customer is worth to your business over the course of their relationship with your brand. You want to increase this number over time through strengthening relationships and focusing on customer loyalty.	Surveys, Customer Relationship Management, Questionners.
Revenue per visitor	RPV gives you an average of how much a person spends during a single visit to your site. If this KPI is low, you can view website analytics to see how you can drive more online sales.	Tracking, Online Tools, Surveys.
Churn rate	For an online retailer, the churn rate tells you how quickly customers are leaving your brand or canceling/failing to renew a subscription with your brand.	Google Analytics, Cellular Data Techniques, Web Scraping, Online Tools.
Customer aquisition cost	CAC tells you how much your company spends on acquiring a new customer. This is measured by looking at your marketing spend and how it breaks down per individual customer.	Assessment Techniques, Customer Relationship Management.

Project Management

Metric/Performance indicators	Definition	Measurement Techniques
Hours worked	The total hours worked tells you how much time a team put into a project. Project managers should also assess the variance in estimated vs. actual hours worked to better predict and resource future projects.	Deep Learning/Artificial intelligence
Budget	The budget indicates how much money you have allocated for the specific project. Project managers and ecommerce business owners will want to make sure that the budget is realistic; if you’re repeatedly over budget, some adjustments to your project planning need to be made.	Transaction Data Techniques.
Return on investment	The ROI KPI for project management tells you how much your efforts earned your business. The higher this number, the better. The ROI accounts for all of your expenses and earnings related to a project.	Surveys, Google Analytics, Websites.
Cost variance	Just as it’s helpful to compare real vs. predicted timing and hours, you should examine the total cost against the predicted cost. This will help you understand where you need to reel it in and where you may want to invest more.	Transaction Data, Open Data, Review Data.
Cost performance index	The CPI for project management, like ROI, tells you how much your resource investment is worth. The CPI is calculated by dividing the earned value by the actual costs. If you come in under one, there’s room for improvement.	Transaction Data, Review Data, Analytics.

Economic

Metric/Performance indicators	Definition	Measurement Techniques
Direct contribution to GDP	GDP generated by industries that deal directly with tourists, including hotels, travel agents, airlines and other passenger transport services, as well as the activities of restaurant and leisure industries that deal directly with tourists.	Tracking Data in Form of Tourist Identification Cards, Transaction Data.
Total contribution to GDP	GDP generated directly by the Travel & Tourism sector plus its indirect and induced impacts.	Tracking Data in Form of Tourist Identification Cards, Transaction Data.
Direct contribution to employment	The number of direct jobs within Travel & Tourism.	Surveys, Analytics, Tracking, Questionners.
Total contribution to employment	The number of jobs generated directly in the Travel & Tourism sector plus the indirect and induced contributions.	Surveys, Analytics, Tracking, Questionners, Mobile Apps.
Visitor exports	Spending within the country by international tourists for both business and leisure trips, including spending on transport, but excluding international spending on education.	Tracking, Transaction Data, Mobile Apps, Wi-Fi Data, Cellular Data Techniques
Domestic spending	Spending within a country by that country’s residents for both business and leisure trips. Multi-use consumer durables are not included since they are not purchased solely for tourism purposes.	Transaction Data, Mobile Apps, Wi-Fi Data, Cellular Data Techniques, Sensor Technologies.
Leisure spending	Spending on leisure travel within a country by residents and international visitors.	Tracking, Transaction Data, Mobile Apps, Wi-Fi Data, Cellular Data Techniques, Sensor Technologies
Business spending	Spending on business travel within a country by residents and international visitors.	Tracking, Transaction Data, Mobile Apps, Wi-Fi Data, Cellular Data Techniques, Sensor Technologies
Capital investment	Includes capital investment spending by all industries directly involved in Travel & Tourism. This also constitutes investment spending by other industries on specific tourism assets such as new visitor accommodation and passenger transport equipment, as well as restaurants and leisure facilities for specific tourism use.	Tracking, Transaction Data, Mobile Apps, Wi-Fi Data, Cellular Data Techniques

Core

Metric/Performance indicators	Definition	Measurement Techniques
Tourism direct gross domestic product	Leading international measure of the tourism contribution to GDP	Surveys, Google Analytics, Websites.
Inbound tourism revenues per visitor by source market	Economic activity of visitors	Transaction Data, Sensor Technology, Tracking Data in Form of Tourists Identification Cards
Overnights in all types of accommodation	Tourism flows in accommodation	Transaction Data, Sensor Technology, Tracking Data in Form of Tourists Identification Cards
Exports of tourism services	Showing the contribution of tourism to exports	Collection of Image Data, PPPs.
Labor productivity in tourism services	Providing evidence of the productive potential of tourism	Sensor Technology, Collection of Image Data.
Purchasing power parity and tourism prices	Showing tourism price competitiveness using PPPs	PPPs.
Country entry visa requirements	Entry visa requirements including methods of visa issuance	Sensor Technology, Tracking Data in Form of Tourists Identification Cards.
Natural resources and biodiversity	Country's stock of natural assets	Collection of Image Data, Sensor Technology, Surveys.
Cultural and creative resources	Country's cultural and creative attractions, activities and events	Mobile Apps, Collection of Image Data, Surveys, Social Media, Websites.
Visitor satisfaction	Demand side attractiveness value, based on current and future competitiveness	Online Questionners, Emotional Tracking, Surveys.
National tourism action plan	Indicating effectiveness in assisting to improve the competitiveness of tourism	Surveys (to know what happen currently in tourism sector).

Supplementary

Metric/Performance indicators	Definition	Measurement Techniques
Market diversification and growth markets	Capture broad basis of performance in several source markets. Countries with a wide range of source markets and a focus on growth markets would receive higher scores that countries with a narrow market dependency focus	Surveys, Google Analytics.
Employment in tourism by age, education levels and type of contracts	Assess ability to attract, retain and develop talent n the industry to enable improved competitiveness	Tracking Data by Using Identification Cards, Sensor Technology.
Consumer price index for tourism	Complementary measure to others such as PPPs	Surveys, Google Analytics, Social Media, Mobile Apps, Websites, Transaction Data.
Air connectivity and inter-modality	A measure of competitiveness revealed in air-routes, flight time from main markets and passenger numbers	Sensor Technologies, Tracking Data in Form of Tourists Identification Cards, Wi-Fi Data.
OECD better life index	A measure using a tourist focused version of the index	Analytics, Surveys.

Future development

Metric/Performance indicators	Definition	Measurement Techniques
Government budget appropriations for tourism	A measure of national government tourism expenditure per capita	Surveys, Mobile Apps, Websites, Online Market, Questionners, Social Media.
Company mortality rate	A measure of the enterprise activity and business churn	Sensor Technology, Transaction Data Technique.
Use of e-tourism and other innovative services	An index measure on innovation and use of social media in the tourism industry	Social Media, Websites, Mobile Apps, Surveys.
Structure of tourism supply chains	An index measure of industry thickness, custers and competitiveness, exisiting/potential	Google Analytics, Social Media Analytics.

Accommodation & Food serivces general

Metric/Performance indicators	Definition	Measurement Techniques
Average revenue per guest	Revenue divided by number of guests	Transaction Data, Tracking Data in Form of Tourists Identification Cards.
Average revenue per table	Revenue divided by number of tables	Transaction Data.
Complaints per head	Complaints divided by total guests	Assessment Techniques, Emotional Tracking
Profit per table	Total profit divded per total tables	Transaction Data, Tracking Data in Form of Tourist Identification Cards.

A & F bar and cellar management

Metric/Performance indicators	Definition	Measurement Techniques
Sales per head	Sales divided per total guests	Transaction Data, Tracking Data in Form of Tourists Identification Cards.
Stock turnover	Days until stock needs refil	Surveys.
Stock value	Value of total stock in inventory	Surveys.

A & F front ofhouse and restaurant management

Metric/Performance indicators	Definition	Measurement Techniques
Customer satisfaction	Individual rating e.g. 1-5 satisfaction level	Customer Realionship Management, Questionners (online&offline), Emotional Tracking.
Front of house labor hours	Labor hours total front of house	Sensor Technology, Face Tracking.
Food, dessert, and beverage sales per head	F&B sales divided per total guests	Online Menu (using gadget to order food, dessert, and beverages)
Linen costs	Total costs linen from turnover	Transaction Data Techniques.
Number of customers	Number of customers	Sensor Technologies, Face Tracking.
Revenue per available seat hour	Total Outlet Revenue / (Available Seats x Opening Hours)	Transaction Data Techniques, Sensor Technologies.
Seating efficiency	How well your tables are being turned over while still offering high quality customer service. The size of tables relative to the average group size will also make a difference.	Sensor Technologies, Emotional Tracking, Surveys.
Strike rate	Number of diners over number of occupying guests	Online Menu, Sensor Technology.
Total sales per head	Total sales divided by the number of customers	Transaction Data Technique.
Food cost percentage	Food cost over food sales	Analytics.

A & F kitchen management

Metric/Performance indicators	Definition	Measurement Techniques
Food costs per head	Food cost over food purchase	Online Menu. Transaction Data Technique.
Kitchen labor percentage	Kitchen labor cost over food sales	Transaction Data Technique.
Kitchen labor hours	Kitchen labor hours	Face Tracking, Sensor Technology.
Kitchen linen costs	Total costs linen	Transaction Data Techniques.
Percentage of sales per selling items	Sales divided per sold item	Transaction Data Techniques.
Stock value	Value of stock in inventory	Surveys, Sensor Technologies.
Total food costs	Sum of purchased food plus labor	Online Menu
Cash position at bank	Cash position at bank	Surveys, Online Tools, Websites, Assessment Techniques.

A & F management of finance and administration

Metric/Performance indicators	Definition	Measurement Techniques
Administration labor costs	Labor cost from administration only	e-commerce, google analytics.
Taxes owed	Taxes to be received from bank	Transaction Data Techniques
Total (short term) accounts due	Total (short term) accounts due	Transaction Data Techniques.
Total accounts payable	Number of accounts payable	Transaction Data Techniques, Analytics
Number of function inquiries	Percentage of campaign cost against functions	Online Analytics.

A & F sales and marketing plus function management

Metric/Performance indicators	Definition	Measurement Techniques
Marketing and advertising costs	Marketing and advertising costs	Social Media, Transaction Data Techniques, Websites.
Number of customers	Number of customers	Websites, Social Media, Customer Relationship Management.
Press mentions	Number of mentions in press or social media	Social Media, Websites, Mobile Apps, Surveys.
Sales inquiry conversion rate	The number of inquiries that turn into actual sales	Mobile Apps, Surveys, Social Media, Websites.
Sales per head (across all areas)	Sales divided by head	Mobile Apps, Surveys, Social Media, Websites.
Repeat visits	Revisits	Mobile Apps, Surveys, Social Media, Websites, Sensor Technology.
Average hourly pay	Average hourly pay	Transaction Data Techniques.
Average length of employment	Total days of all employees divided by employees	Sensor Technology, Face Tracking.