Measuring Customer Experience One Step at a Time

There are those who say you cannot measure customer experience. What they are saying is “hire me to improve customer experience but don’t ask me how it will impact your business with any hard numbers.” Do we accept that when we attempt to define markets and our ability to penetrate them? Don’t we require some kind of a predictor of upside and downside? Why not with customer experience? After all, isn’t the experience really the consumption of the product and/or service you are offering? Isn’t it all one big, happy strategy? If so, we need some powerful metrics.

Now, I know some of you are going to jump on this and point to places like this, or like this which focus on attitudinal measures or internal company process output improvements. These either don’t provide you with a way to measure the value of customer interaction improvements or have nothing to do with the customer. And if your touchpoint metrics involve your current solution; then you’re still operating in the product-centric…