Measuring customer experience (CX) is not an exact science, but it’s one that senior executives take a keen interest in, for personal reasons as much as anything else.
“Customer satisfaction is felt very keenly by the CEO, because when it goes wrong, that’s when you get the angry emails,” said Cheryl Calverley, CEO at Eve Sleep.
“Bridging from that to metrics is the challenge,” she further explained at the Festival of Marketing’s Fast Forward event (June 2021), “being able to say, ‘I know you’ve got four furious emails this week about whatever, but I promise you the overall metric has...