Victoria Bough, Ralph Breuer, Harald Fanderl, Kevin Neher
The heart of effective customer-experience measurement is the organizing principle of measuring experience at the journey level, as opposed to looking only at transactional touchpoints or overall satisfaction. […] A more holistic measurement strategy starts with an integrated measurement model in which all customer-experience metrics along touchpoints and journeys flow up to a top-line metric (Exhibit 1). It matters less which top-line metric a business … [ Read more ]
Content: Quotation | Authors: Harald Fanderl, Kevin Neher, Ralph Breuer, Victoria Bough | Source: McKinsey Quarterly | Subjects: Customer Related, Measurement
Nicolas Maechler, Kevin Neher, Robert Park
Companies need to recognize and address the fact that—at least, in most cases—they are simply not wired to naturally think about the journeys their customers take. They are wired to maximize productivity and scale economies through functional units. They are wired for transactions, not journeys.
Content: Quotation | Authors: Kevin Neher, Nicolas Maechler, Robert Park | Source: McKinsey Quarterly | Subject: Customer Related
Four Ways to Shape Customer-Experience Measurement for Impact
Too many companies are themselves unhappy customers when it comes to building measurement systems. Here’s how to make better investments.
Content: Article | Authors: Harald Fanderl, Kevin Neher, Ralph Breuer, Victoria Bough | Source: McKinsey Quarterly | Subjects: Customer Related, IT / Technology / E-Business
Are You Really Listening to What Your Customers Are Saying?
Too many companies squander the treasure that is customer feedback. The solution is systematically measuring the customer’s voice and integrating it into a culture of continuous feedback.
Content: Article | Authors: Alfonso Pulido, Harald Fanderl, Kevin Neher | Source: McKinsey Quarterly | Subjects: Customer Related, Management
From Touchpoints to Journeys: Seeing the World as Customers Do
To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey.
Content: Article | Authors: Kevin Neher, Nicolas Maechler, Robert Park | Source: McKinsey Quarterly | Subject: Customer Related