Measuring customer experience isn’t always easy. A Forrester study published in late 2016 noted that 39% of companies don’t bother measuring customer experience. 60% of those that do don’t regularly keep an eye on operational data. Yet, they reveal how things actually happen and what makes customers experience the way they do. Worse still, 79% of companies don’t analyze data related to measuring customer experience. 39% of them have no record of ongoing customer experience projects.
From these few observations, we understand that measuring the customer experience is above all a question of method. Measuring for the sake of measuring is useless if the data is not analyzed. If it is not analyzed, it is not possible to act and improve the customer experience.The first step in defining a customer experience measurement program is to define the experiences to be measured. switzerland whatsapp data
But first, we need to ask ourselves which customer profiles are most important to the company. It is on these profiles in particular that we should focus measurements and analysis.
Once the profiles have been determined, based on criteria specific to each company, it is necessary to know which point of the customer experience to focus on:
customer relations in general
the customer journey
interactions within the course.