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 ]

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.