Leadership Series
How Customer Journey IntelligenceDecodes NPS/CSAT Scores
Strategic CX Risks:
When NPS/CSAT is the primary metric
CX scores provide a snapshot, not the story. NPS captures a moment—not the end-to-end customer journey.
Metrics identify CX symptoms, not causes. Customer friction is systemic, but there's low-to-no evidence of why.
NPS drives the wrong employee practices. Teams often chase scores that are linked to their bonuses.
A single metric creates over-reliance on team perceptions to fill in the gaps. Leads to CX strategy built on internal assumptions.
A proto-journey is mapped internally before switching on surveys. Metrics alone, without journey insights, promote a business-centred view.
From Surface Metrics to Deep Customer Understanding
Are you searching for the meaning behind your customer feedback, NPS or CSAT metrics?
Organisations turn to qualitative customer journey intelligence when CX scores, survey data and customer feedback raise more questions than answers.
CX scores identify high-level customer problems—but not the reasons why, and without a deeper understanding the same customer issues continue to surface.
Our qualitative, research-driven journey intelligence goes beyond surface metrics to identify root causes of friction. Revealing your customers’ unmet needs, goals and expectations to bring meaning to your VoC data.
If any of these sound familiar, our qualitative research-driven customer journey intelligence can help:
1. VoC metrics don't capture the end-to-end view of the experience.
Metrics show a snapshot of the experience, but don’t diagnose the reasons why. CX metrics lack context, masking the motivations, emotions, unmet needs and pain points that shape your customers’ real experience.
Qualitative journey intelligence uncovers your customers' unmet needs, goals and expectations to understand their drivers of behaviour and guide prioritisation so team leads have the clarity and confidence to prioritise what matters and make decisions that drive measurable CX impact.
2. Solving surface CX issues—not the root causes.
Without an end-to-end view of the customer journey, teams focus on fixing surface-level CX symptoms, while underlying, systemic problems persist.
Our qualitative research analyses the root causes of friction across the customer journey where the experiences break down. Mapping and visualising journey interdependencies and identifying the friction points that affect future purchases and referrals.
3. Teams are chasing scores for the wrong reasons.
When success is tied to NPS or CSAT movement, teams shift focus from improving customer outcomes to improving the number. This drives reactive fixes, survey manipulation and internal reporting cycles that lack real customer context.
Our approach reframes success, equipping teams with qualitative journey insights into what’s driving scores, where experiences break down and how to prioritise actions that create lasting impact for both customers and the business.
4. CX strategy built on stakeholder assumptions—not customer insight.
Too often, customer experience strategy and roadmaps fall short because they’re shaped by internal thinking, legacy biases and resourcing constraints. The result? Missed opportunities, limited impact and misdirected investment.
Our qualitative research approach provides actionable customer journey insights and customer-led prioritisation—equipping leaders to make evidence-based decisions that drive both CX performance and business value.
5. Your strategic decision-making is built on business-centred journeys.
Too often, journey maps are created in internal workshops or developed in isolation, before VoC programs are even switched on.
Without customer-led insight, the result is a biased, business-centred view of the journey.
In contrast, qualitative, research–driven journey intelligence anchors your strategy, prioritisation and roadmaps in the moments-that-matter to customers.
6. Prioritise solutions with confidence. Improve experiences with impact.
We uncover what’s behind your VoC metric, through identifying the root causes of friction and uncovering your customers' unmet needs, goals, expectations and the moments-that-matter in their customer journey.
This enables teams to move beyond CX metrics and align, prioritise and improve experiences that deliver measurable impact.
Want to know more about Customer Journey Intelligence?
Discover how our Customer Journey Intelligence: 8-Week Sprint can support your strategic goals.