The 4 Key Components for Creating a CX Measurement Framework
January 13, 2016
Forrester has shown that a successful customer experience program ties to improvements in revenue. But, not all of us have access to experts and analysts to measure the CX analytics that can help prove success. That’s why it’s important to create a CX measurement framework.
This framework should not only create metrics that your firm plans to measure and track, but also create an understanding for how those metrics should be identified, gathered, measured, and distributed. And the act of doing all that is just as important.
The first step to creating a CX metric framework is identifying which metrics you want to use. These will vary by industry and organization and can include many alphabet letters such as NPS, KPIs, or CSAT. It’s important that you take the time to work with any stakeholders to identify which metrics you plan to measure as they will become the baseline for your entire CX team. Everyone should be on the same page about what you want to accomplish from a customer experience management program, and identifying how you will measure the success of that program is a key step.
Once you have identified which metrics will be important to your CX program, you need to gather them. However, just sending a survey to your customers will not generate nearly useful enough insights. You need to understand where your customers are and how they interact with your brand. If they frequently use a mobile app, then a quick “How are we doing?” question in the app with the option for them to write in more details could be a good start. If you provide more a extensive service to your customers, then you will want to be more personalized in your CX measurement gathering phase.
Once you have gathered your CX data, or even as you are gathering the data, you need to make sure that you are accurately measuring it. Looking at only one set of surveys will not create the insight and understanding of your customers that you need for a successful CX framework. You need to measure all of your data together, including your surveys, call center, social, and more. Combining multiple sources will provide more in-depth, broad reaching insights and could reveal trends that you may have missed by only looking at one source.
Once you have all of your CX metrics, you need to distribute the findings to all who will be affected by them. This includes your stakeholders, anyone interacting with customers, and the customers themselves. Your stakeholders want to make sure that your program is a success—and you want to prove that to them so they will continue investing in CX. Customer-facing employees need to understand how your customers feel so that they can improve their experiences with your brand or continue doing things that have already proven successful. Your customers also want to know that they are being heard. Sharing what changes are being made based on their feedback makes them feel valued and also encourages them to continue sharing their thoughts so that you can continue improving their experiences.
Want to learn more about creating a CX measurement framework and the biggest CX measurement mistakes? Check out our newest video from Forrester Analyst Maxie Schmidt-Subramanian’s presentation at our New York Roadshow, The Biggest CX Measurement Mistakes and How to Avoid Them!
Kate Zimmerman is a Content Marketing Specialist at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.