Why CX measurement needs to move beyond surveys | WARC | The Feed

Why CX measurement needs to move beyond surveys

Most businesses rely heavily on surveys to inform their approach to customer experience (CX), but often these are not representative, are backwards-looking, fail to identify the basis of sentiment and don’t link to any business outcome.

Context

• A survey of 260 US-based CX leaders by McKinsey found that 94% used a survey-based metric to measure CX performance but only 4% were able to calculate the ROI of CX decisions.
• But analysis of a range of data sets covering existing interactions and attitudes, and the use of algorithms to generate predictive scores based on journey features enable a business to predict satisfaction and value outcomes.
• Insights and suggestions thus derived can be quickly shared with relevant people who can take appropriate and prompt action. 

Case study

An analytics-driven approach at one credit-card company enabled it to focus investment and operational efforts on those journeys and specific moments that made a difference for customers. Interaction and operational costs were reduced by 10-25% as a result.

Takeaway

“CX programs of the future will be holistic, predictive, precise, and clearly tied to business outcomes. Evidence suggests that the advantages will be substantial for companies that start building the capabilities, talent, and organizational structure needed for this transition” – McKinsey Marketing & Sales/Operations.

Sourced from McKinsey