Beyond Net Promoter Score: The Evolution of Customer Experience Metrics


Archived Published: 20 September 2013 ID: G00257646

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Summary

New channels, competition and growth expectations put pressure on digital marketers to look at loyalty through a broader lens. Sentiment, advocacy and customer experience are among the new measures. This research looks at what it takes to measure customer satisfaction.

Table of Contents

  • Analysis
  • Impacts and Recommendations
    • Standard customer experience metrics, such as NPS, can provide to digital marketers attitudes about a brand, but they don't reveal economic value or the drivers of delight
    • Customer experience measures, such as CES, can reveal to digital marketers the ease of customer engagement, but they fail to look at attitude, action and advocacy
    • Wearable devices, mobile tracking and advanced algorithms promise to merge behavioral and attitudinal data, but these technologies are too immature for mainstream marketing organizations
  • Recommended Reading
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