Greg Kihlström wrote and contributed this article, based on ideas from his latest book, Meaningful Measurement of the Customer Experience. Read the full article here.

If you ask most business leaders what their primary measures of success are, they can probably tell you pretty easily. But when they are given reports with statistics on a regular basis, the information presented starts to cloud the judgement of those reading those reports. In other words, if you are shown a specific set of measurements on a weekly basis for a good amount of time, you may start to believe those numbers are more important than they may be in reality. Meaningful[i] measurements are needed to make substantial decisions in business, and we need to be careful about the data that influences those decisions.

That’s true when it comes to the importance of measuring customer experience in order to understand what customers’ perceptions are, where to make improvements, and how your organisation can make the best use of the resources available. In this article, I’m going to define what I mean by meaningful measurement of CX.

The role of meaningful measurement

Not every metric and data point you collect may fit my definition of meaningful measurement. The purpose of this category is to provide customer experience professionals with a set of metrics that translate directly into descriptions of solutions to key business challenges that drive bottom-line decisions. In other words, even if customer experience is a priority in your organisation, you will still need to justify to executive stakeholders, shareholders, and potentially others, why you need further resources, or why you are performing exceptionally (and ideally both).

Meaningful measurements, then, will give you the ammunition that you need to help your organisation do its best work and continue moving towards a more customer-centric culture.

Read the rest of the article on the Enghouse Interactive blog

Greg Kihlström wrote and contributed this article, based on ideas from his latest book, Meaningful Measurement of the Customer Experience. Read the full article here.