5 ways to measure customer experience

Hundreds of CX metrics exist. Large organizations will often use more than 50, and no organization uses the same combination. IT leaders supporting CX initiatives must understand the four most common categories for CX metrics — quality, satisfaction, loyalty and advocacy — and how to manage them.


Key recommendations:

  • Audit all customer experience metrics across the whole organization, not just those tracked in the marketing and customer service departments, and then identify how each metric is calculated, who tracks it and who is accountable for its improvement.
  • Build a hierarchical dashboard of customer experience metrics that covers as many aspects of quality, satisfaction, loyalty and advocacy as possible. Test combinations of metrics in the form of an index, as a means of explicitly weighting their relative importance but delivering them in a single quantitative form.
  • Avoid focusing on one top-level customer experience metric. Short-term promises to improve the single top metric rely on improvements in multiple lower-level customer experience metrics. Instead, help to improve the lower-level CX metrics by assisting those individuals that are already accountable for them.
  • Clarify to colleagues when a metric is not a CX metric because it fails to measure a customer benefit.


Take a look at five steps to measure customer experience.

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