Three steps in measuring the customer experience

Outlines the three steps to measuring customer experience, what to bear in mind and what to do with the information once you’ve gathered it.

Customer experience marketing

This article is part of a series of articles on customer experience marketing. Read more.

There's no doubt about it, today's world has dramatically changed the customer-supplier relationship. We've seen a proliferation of touchpoints providing consumer-supplier contact; a proliferation of social technologies allowing consumers to make their voices heard; and in turn a proliferation of potential data about those consumers to enable businesses to optimise their customer experiences. Consequently, there is no excuse for businesses not to be in the know about their customers.

But the way forward isn't necessarily clear. The market research industry...

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