Gartner Research

Beyond Net Promoter Score: The Evolution of Customer Experience Metrics

Published: 11 August 2015

ID: G00289486

Analyst(s): Martin Kihn, Jake Sorofman

Summary

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

Table Of Contents
  • Impacts

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

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