How to Build an Effective CX Measurement System | 10 Simple Tips

These are the main tips how to build an effective CX measurement system

REGULARITY

Check the real picture by measuring CX quality regularly.

Otherwise, you can never truly discover what matters the most to Customers and where to improve the CX that you deliver.

BIGGEST IMPORTANCE

Don’t be too self-assured about fixing everything at once.

Reveal what is most important to the Customers and do it first.

WHAT TO MEASURE

Choose which experience is to be measured.

Define the most important interactions to measure – relationships, journeys or individual interactions.

WAY TO GO

Specify CX metrics for each interaction.

Design the way you will track each metric.

GOALS TO REACH

Define goals for each CX metric.

Specify how you will measure the success for each area you improve.

GATHERING DATA

Elaborate your strategy of data collection.

Find the best option how to get the information you need.

STORAGE

Find the best way how to keep the information you got.

Organize your storage of data so you can analyze easily.

CX ISSUES

Choose clear criteria how to detect issues from measured data.

Design how to act when issues are revealed, and how to resolve them.

CX MEASUREMENTS VS. BUSINESS RESULTS

Link your CX measurements with your business activities results.

Otherwise, it will be difficult to prove the value of the CX measurements for your business.

SHARING

Share your CX measurements with your staff, be open and transparent.

Your employees must know where the CX is excellent and where it can be improved.

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How not to Fail with Customer Experience Programs | 10 Simple Tips

These are the main tips how to succeed with your Customer Experience Programs


1. BE READY

Look into the mirror to see whether the company is ready for CX.
It helps to save money prior to investing in CX programs.


2. CX OWNERSHIP

CX programs require strategy and leadership from the top.
Without a CCO or equivalent driver of CX programs, they can be unrealizable.


3. IT’S ABOUT CHANGES

Ask your CX program leader about the program's purpose.
If the answer is not about changes you have a serious issue.


4. ATTACK THE CAUSE

Don’t attack the symptom, attack the cause.
The symptom is a bad experience; the cause is the lack of the company’s Customer centricity.


5. START WITH JOURNEYS

Don’t start with channels, products, or processes.
Start with end-to-end journeys to understand all the Customer needs and goals.


6. BEFORE

Let your Customers find and reach you easily.
Begin your CX programs before the Customers enter your digital or physical fields.


7. AFTER

Don’t stop when Customers use your products, they are loyal and tell others about it.
CX is endless.


8. CAREFUL MEASUREMENTS

Be very careful with your measurements (NPS, CAC, CSC…)
E.g., a satisfied Customer is not always a profitable one.


9. BREAK DOWN SILOS

Don’t let your functional silos hinder the Customer journey.
To overcome silos isn’t just about multi-department collaboration, it's much wider.


10. TEAM SPORT

Providing a seamless Customer experience is like a team sport.
One team alone can’t provide a great end-to-end CX.



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How to differ CRM and CXM Approaches to Business | 10 Simple Tips

The crucial differences between CRM (Customer Relationship Management) and CXM (Customer Experience Management) approaches are:

1. NATURE

CRM is about gathering and processing data about the relationship with the Customers.

CXM is about the experience the Customers get as the result of this relationship.

2. CONTROL

CRM controls Customer interactions.

CXM controls responsibility, logic, and emotion to the Customer.

3. FOCUS

CRM is focused on the relationship.

CXM is focused on relationship’s effects.

4. GOALS

CRM is aimed at the Customers’ satisfaction.

CXM is aimed at positive emotions and the Customers’ long-term remembrance.

5. MEASUREMENT

CRM measures o-data (operational data).

CXM measures x-data (experience data) and big-data.

6. forecasting time-frame 

CRM is about short-term planning (quarterly, half-yearly, yearly…)

CXM is about long-term revenues.

7. INTERACTIONS

CRM interacts with target Customers.

CXM interacts with Customers on personalized level.

8. VALUES

CRM is based on Customer's value.

CXM is based on a sense that the Customer gets.

9. THINKING MODE

CRM thinks as inside-out (company > Customer).

CXM thinks as outside-in (Customer > company).

10. EVALUATION

CRM evaluates the effectiveness of interactions by analyzing o-data.

CXM evaluates the relevance of interactions by analyzing x-data and big-data.

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