Customer experience metrics are under-used

Most firms could be using customer experience measurement to greater effect, according to a Forrester report.

The report, "Seven Steps to Successful Customer Experience Measurement Programs" highlights the fact that only 53% of survey respondents claimed they regularly measure customer experience (CX while just 21% regularly relate their CX metrics to business outcomes and only about a third review their metrics regularly.

According to the leading internet analysts, companies could use these metrics to far greater effect, allowing significant enhancement of customer experience.  As a result, Forrester recommends seven steps based on corporate best practice:

1. Choose customer segments

2. Select which experiences to measure

3. Pick CX metrics for each experience

4. Design a data collection strategy

5. Set targets for each CX metric

6. Identify and act on CX issues

7. Share insights gained from CX measurement


The first two steps are particularly important because customer experience - and their interaction with the company - varies depending on segment.  Forrester also divides the experiences themselves into three main levels: the relationship as a whole, the customer's journey and “discrete interactions.”

Forrester also recommends that businesses continually check, review and change their actions as a result of the metrics, given the changes that are likely to occur over time.