Journeys in Qualtrics

About Journeys in Qualtrics

Across the XM platform, there are many tools to help you track and measure journeys. On this page, we’ll focus on the types of journeys available in Qualtrics:

• Journeys in Customer Experience Programs
• Employee Journeys

Understanding Journeys

Every customer and employee goes through a journey when they interact with your company.  Because there are so many different ways people come into contact with your company, that also means there are many different kinds of journeys. For example, the full employee lifecycle, from onboarding to exit, is a journey. So is a customer working with technical supporting, or a customer navigating through an airport to get to their plane. With so many incredibly different journeys, it can feel overwhelming to break these experiences down into quantifiable data, which we can then use to change those experiences for the better.

When you use one of the journey features in Qualtrics, you’ll find it’s much easier to quantify them thanks to 2 concepts: stages and outcomes.

Stages

By breaking down the journey into stages (or milestones), you isolate the specific steps your customers or employees take. By collecting data on these moments, you know where to focus your attention.

Example: Think about an experience you want to study. For example, stages of the customer support experience could include:

Submit a ticket.

Troubleshoot with a representative.

Follow-up offline. (As needed.)

Confirm resolution.

Outcomes

If you want to compare the performance of each stage of your journey, it helps to have a consistent outcome metric. This is the measure you use to determine the “outcome” of each stage of the journey. For each stage in your journey, the outcome metric should be:

• The same question wording.
• The same number of scale points.

This is especially important if you are planning to create a journey chart widget.

For example, let’s say you want to study the customer journey at an airline. Milestones include “Check-in” and “Boarding.” In your check-in and boarding surveys, you ask the same satisfaction question, with the same 1-5 scale.

If you asked on a 1-5 scale for check-in and a 1-7 scale for boarding, it’s more difficult to compare their customer satisfaction. If you ask ease of use for one and satisfaction for the other, that adds to the confusion in the comparison, because you’re not comparing the same concepts.

That isn’t to say you can’t ask different questions for each stage, but that you want to make sure at least 1 question is exactly the same throughout each stage.

Steps to Create a Journey in Qualtrics

Regardless of the feature you’re using, there are general steps you’ll follow to create a journey.

However, how exactly you accomplish each of these tasks can differ based on the product you’re using. For more specific steps, see:

• Journeys in Customer Experience Programs (Recommended for CX customers)
• Employee Journeys (Recommended for EX customers)

Enabling Journeys in Qualtrics

Enable the Manage Journeys and Use Journeys permissions, or ask your Brand Administrator to enable them for your user account.

Attention: If “Manage Journeys” is enabled for your account but you still cannot use the Journeys feature, contact Account Services to have the “Use Journeys” brand-wide permission enabled.