Think of a recent experience you had at a store. What were the attributes that contributed to how you felt about that experience, whether positive or negative? Maybe the sales representative went above and beyond to make you feel special. Or maybe you had the opposite experience – you were mistreated and left feeling like your business didn’t matter. Now consider this experience through the lens of your own organization. How is your company taking steps to be sure it’s tuned in to how customers are feeling?


Perhaps, like many other organizations, it isn’t tuned in to the customer experience at all. Perhaps, your company’s leadership has recently learned that they, like many others, are likely losing millions in revenue because they lack a sophisticated way to measure the customer experience. As a result, they begin taking small steps to begin tracking experience – they install comment card boxes in stores and begin soliciting feedback on the back of customer receipts. Unfortunately, their efforts don’t seem to be making a real impact on the bottom line or the customer experience. Where did they go wrong?


According to a recent Forrester report, most companies are making the same three mistakes when it comes to customer experience:


  1. Failing to regularly measure CX quality. In a study conducted by Forrester, 39 percent of respondents admitted that they don’t regularly ask customers about their interactions, and a shocking 77 percent don’t regularly track the drivers of CX in their organization. Without taking these basic steps toward customer experience measurement, companies can never truly discover what matters most to customers and where the customer experience could be improved.
  2. Failing to tie CX quality to business outcomes. Seventy-two percent of respondents don’t measure how their customer experience impacts business results, making it difficult to prove the value of CX measurement and get leadership buy-in.
  3. Failing to systematically share and act on CX metrics. Seventy-nine percent of respondents said that they don’t regularly share their CX findings with employees, meaning leadership and frontline staff don’t know what is broken or how they might be able to improve.


Companies that truly want to create exceptional customer experiences can’t afford to shoot in the dark with an incomplete CX measurement program – and they don’t have to. If your organization is making any (or all) of these mistakes, take the following seven steps to start moving toward dynamic, proactive CX measurement:


  • Step 1: Prioritize customer segments. It’s easy to get overwhelmed by everything you need to “fix.” Prioritize what is most important to customers and tackle those areas first.
  • Step 2: Select which experience to measure. Decide which interactions are most important for your organization to measure – overall relationships, the customer journey or individual interactions.
  • Step 3: Define CX metrics for each. Decide how your organization will track each metric as you work toward improvement.
  • Step 4: Design a data collection strategy. Nail down a strategy for how you will collect feedback, including how to distribute surveys and how to keep your data organized.
  • Step 5: Set goals for each CX metric. Decide how you will measure success for each area you are working to improve.
  • Step 6: Identify and act on CX issues. Determine what needs to be improved and actively work on resolving those issues.
  • Step 7: Share CX findings with employees. Be transparent. When team members know what areas are being addressed and how the program is progressing, they’ll be better equipped to prioritize those areas as well.


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