Do you have the right Customer Experience measures?

Organisations are data rich environments. Following two decades of total quality management and six sigma programmes companies are awash with a myriad of operational measures and KPIs.

Our recently completed international customer experience research has shown that almost a quarter of companies (24%) are only using the Net Promoter Score metric to manage their customer experience programme.This can be a risky strategy as the relationship between single measures such as NPSTM and operational improvements such as customer spend do not always correlate.

A risk that is recognised by the rapidly growing number of customer experience professionals. 44% of companies now employ two or more satisfaction metrics; using combinations which incorporate metrics such as NPS, Customer Effort Score (CES) and Repurchase Intention (RI). This strategy has strengthened the ability to correlate between customer satisfaction and commercial KPIs such as increased customer retention and average spend.

Written by Nigel Martin on 30 August 2012 at 00:00
Categories:  Customer Experience


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