Most companies measure voice interactions at two points: "Did they call?" and "Was it resolved?" But between those moments lies an entire journey one filled with opportunities to delight or frustrate. This framework helps you see, measure, and optimize every step.
The Voice Customer Journey: 8 Critical Stages
Stage 1: Pre-Call (Before They Dial)
Customer realizes they have a problem. They search your website. They don't find answers. They look for a phone number.
Measure: Self-service deflection rate, phone number findability, alternative channel visibility
Stage 2: Connection (The First Ring)
Phone rings. Will someone answer? How long will they wait? Anxiety builds with every ring.
Measure: Answer time, abandonment rate at this stage, first-ring pickup percentage
Stage 3: Greeting (First Impression)
AI or agent speaks first. Tone is set. Customer forms instant impression of what this experience will be like.
Measure: Greeting sentiment scores, early abandonment, "press 0" rate
Stage 4: Intent Discovery (Understanding the Problem)
Customer explains their issue. Are they understood? Do they have to repeat themselves? Is the AI/agent asking the right questions?
Measure: Intent recognition accuracy, number of clarifications needed, customer sentiment during this stage
Stage 5: Authentication (If Required)
For account-specific issues, identity verification. Friction vs. security balance.
Measure: Authentication success rate, time to verify, abandonment during auth
Stage 6: Problem Solving (The Core Interaction)
The actual issue is being worked on. Information is exchanged. Actions are taken.
Measure: Time in this stage, sentiment trajectory, number of transfers
Stage 7: Resolution (Closing the Loop)
Problem is solved (or escalated). Expectations are set. Next steps are clear.
Measure: Resolution confirmation, next-step clarity score, customer-stated satisfaction
Stage 8: Post-Call (The Lingering Impression)
Call ends. Customer reflects. Did they get what they needed? Would they call again or find another way?
Measure: Post-call survey scores, repeat call rate, NPS impact
Building Your Journey Map
Journey Mapping Process:
- Listen to 100+ call recordings across call types
- Identify friction points and delight moments
- Map emotions at each stage (frustrated → hopeful → satisfied)
- Quantify time spent at each stage
- Identify stages with highest abandonment/escalation
- Prioritize optimization based on impact × feasibility
"We discovered that our authentication stage was causing 40% of our negative sentiment. Customers were fine until we asked them to verify. Fixing that one stage moved our CSAT 8 points."
Michelle Torres Head of CX, RetailMax
Want Help Mapping Your Journey?
Our CX team can conduct a journey audit and identify your highest-impact opportunities.
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