Focus on the Outcomes
The objectives of the CX Measurement and Metrics Phase is to establish and define a customer experience quality framework that evaluates what the visitor/prospect/customer experienced, customer perception of that experience satisfaction and most importantly, driving the desired outcome: what the customer will do as a result of her experience.
Pragmatic Measurement – Specific Desired Outcomes
- Return to the site or location
- Recommendations
- Using a particular channel in the future (digital)
- Purchase and Purchase with your brand Again
The Customer Experience Measurement Ecosystem
As part of a fine-tuned CX Measurement program, it’s critical to understand fundamentally what outcomes you will get from various tools available. As we engage, you’ll hear me speak of the Customer eXperience Measurement Ecosystem (CXE). The CXE reveals customer steps and feelings that cannot be measured with a single tool designed to measure a defined step in a process. The CXE should address three key areas:
- Behavioral metrics; ie. what the visitor/prospect/customer did
- Ideal for: Where a visitor came from, where she landed, what pages were visited on the site, time on site, functional tools used and page last visited
- Commonly used tools include Adobe Analytics, Google Analytics, Webtrends
- Ideal for: Where a visitor came from, where she landed, what pages were visited on the site, time on site, functional tools used and page last visited
- Attitudinal metrics ie. how she felt about the experience
- Ideal for: getting feedback from visitors/prospects/customers, understand how she felt about the channel, part of the process or journey
- Attitudinal Tools are feedback, surveys, chat bots and other AI solutions
- Ideal for: getting feedback from visitors/prospects/customers, understand how she felt about the channel, part of the process or journey
- Visual metrics ie. where she went during her journey
- Ideal for: Observing the experience a visitor/prospect/customer has
- These tools can provide key insights in all channels; session replay tools on digital, beacon technology and proximity marketing for offline experiences
- Ideal for: Observing the experience a visitor/prospect/customer has
Key
These metrics should be looked at independently, but also every attempt should be made to leverage these tools as an integrated platform to address the questions that would be left unanswered if using by themselves, thus optimizing the measurement ecosystem.
CRITICAL CX Measurement Discussions to Have BEFORE you Start
- Feedback v. Measurement: Is there really a difference?
- Survey Length: Should we scrap the long survey?
- Can we accomplish our measurement goals without a lot of surveys?
- Consumers are “surveyed to death”. Is Survey-Fatigue real?
Dave Lewan 