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?

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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