Measure Experience, Analyze and Act on What You Learn
Systematically measure experiences, to predictably deliver transformational business performance.
Understanding Customers, Progress and ROI through Measurement
CX leaders measure their progress, full stop. They measure against CX vision, as well as hard and soft business goals, then use the resulting insights to optimize employee and customer experience program delivery.
Measurement is vital to understanding the true business impact of your programs
By systematically linking CX to desired and targeted business results such as retention, revenue or cost efficiencies, CX leaders can consistently and predictably demonstrate how CX improvements directly impact the bottom line.
Even the top-level metrics like NPS (Net Promoter Score), CES (Customer Effort Score) and more can be tough for organizations to define and embed, and tougher still to move the needle. But when organizational leaders see how embracing metrics can help them predictably make ROI-driven business decisions, deliver business results and directly impact customer-centric business improvement, we believe the investment into training will follow.
When it comes to measuring CX, it all starts with data
Experience measurement is not a one-and-done exercise: it’s a continual, upward looping program of new goals and updated metrics. If you overshoot and fall short of your goals, that’s not a failure, it’s information.
It’s a crucial component of successful experience delivery, and of CX leaders. Passive and proactive listening insights shouldn’t go into a folder or distributed in a monthly email. They should be reviewed alongside target goals, operational data, brand health metrics, journey adjustments and more, in a holistic dashboard.
Properly designed and deployed, measurement and analysis will allow your organization to:
Quantify the quality of experiences: Track and analyze customer interactions and perceptions
Predictably link CX to business KPIs: Aligned with your process, financial, customer and workforce-related measures
Provide results and ROI-driven intelligence: Demonstrating the value of a CX-driven approach to business improvement
Be more agile and iterative: Leveraging where you are today, and systematically enabling where you want to go
Activating a quick-start CX metrics system
1: Define Your Target Business Opportunities (don’t go too broad)
2: Understand the Current Customer Experience
3: Define CX Metrics, Analytics and Visualizations
4: Define Your Action System
5: Activate (Listen, Analyze, Act, Measure and Refine)
Without the metrics, how will you know if you’ve succeeded?