It always seems like a basic tenet of business (and life that to be successful you have to listen to what your customers think about the experiences you deliver (and the other audience members like partners and employees and suppliers and even regulators in some industries).

But listening does nothing for you if you don’t analyze what they are telling you to understand or gain insights into what they are actually thinking. And then of course none of that matters if you don’t do something, that is act.

In fact for many years we have stated that you should not ask if you aren’t going to act. Customers feel disappointed and often angry if they are asked and then ignored.

We cover 5 key topics of interest in CX Measurement.

• Listening – Collecting information about how your audience members feel about you, whether related to specific transactions and interactions (like bill pay or customer service or purchase) and whether collected through email surveys, online surveys, chat surveys, person to person conversations.
• Actioning – Generally focused on two types of action, immediate action or response to individual feedback or systematic improvement to a number of responses. Actioning can also require coordinating complex workflows across organizations and even countries and tracking and managing those actions.
• Voice of Analytics (VoA) – an increasingly important ‘voice’ complementing Voice of Customer (VoC) feedback and driven largely by the growth in digital analytics data and digital’s importance in digital first but not digital only multichannel experiences but also encompassing contact center analytics and store analytics and environmental analytics.
• Additional measures – While the history of CX has been longest focused on customer satisfaction metrics (CSat having been launched in 1968 by JD Power in the US automotive industry) the first major evolution was Net Promoter Score (from Bain and then Satmetrix spun out of Bain in 2002) which was joined by Customer Effort Score (CES) and then more complex metrics like CXi launched by Forrester in 2010 and now increasingly being aligned with business operational and financial metrics to give real meaning and ROI to your CX program.
• Continuous Improvement Systems – The most advanced organizations bring all of these together into CX driven Continuous Improvement Systems which at their most powerful operate globally.

Graham & Robin discuss

• “The history of CX Measurement including the rise of Voice of Analytics “
• “The five main topics of CX measurement discussion today”
• “The difference between what your customers tell you they do and what they actually do”

Resources

• McorpCX – CX Metrics Quick Start Activation Guide – one of the best easy read guides to simple and complex CX metrics  with link
• McorpCX Webinar – How To Measure – And Prove – The ROI Of Customer Experience – with link
• Competing on Analytics – Tom Davenport (da bible) –  with link

* Requires free Talking CX sign up

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