How Companies Use Customer Experience Metrics

In a recent report, State of Customer Experience Metrics, 2012, we examined how large companies use CX metrics. To get a better sense of what’s going on, we segmented the companies in our study along two dimensions:  frequency of metrics usage by executives and integration of CX metrics into key decisions. The results defined four segments of companies:

  • CX Metrics Ignorers (45%): These companies don’t use CX metrics in any substantial way.
  • CX Metrics Reviewers (16%): These companies review metrics but don’t do too much with the information.
  • CX Metrics Toe Dippers (14%): These companies make some decisions using CX metrics, but the metrics aren’t part of the ongoing operations.
  • CX Metrics Decision Makers (25%): These companies use CX metrics to guide how they run their business.

The bottom line: How do YOU use CX metrics?

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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