Oggi analizziamo le caratteristiche di una strategia di misurazione della customer experience vincente.
Metrics are an important topic when it comes to customer experience (CX). They identify the value of good CX and provide a quantitative foundation for CX efforts to compete for funding with other areas of the business. More importantly, however, CX metrics also help identify where to best invest in changes by putting a spotlight on an organization’s strengths and weaknesses.
But CX metrics aren’t a panacea; they are often misused. To gain the most ROI from customer experience efforts, companies must use CX metrics as a learning tool.
When measuring the customer experience, companies should focus on four customer areas: behaviors, attitudes, perceptions, and interactions. But that’s just the first step. It’s what happens after you measure that’s most critical to the ROI picture.