3 Signs Your DIY CX Measurement is Weakening Your CX Strategy

By Sean Dunn | February 13, 2019

Developing a customer experience strategy is easier said than done. It’s a process that needs to be built on a strong foundation, and your measurement will continuously guide the broader CX strategy. As companies grow and evolve, resources are needed to evaluate current performance and chart the path ahead. Dedication, accuracy and clear KPIs that are aligned with overall business goals all play an important role in building your success and supporting long term goals.

Companies that overstay their time on a DIY CX Measurement program risk losing ground to competitors and create operational inefficiencies internally.

Here are three benefits that many companies experience when upgrading to professional CX measurement.

You need to focus on what matters most. You know your business inside and out. But are you looking at the bigger picture? Or are you focused on the right metrics? It’s one thing to be an expert on you, but when it comes to developing a strategy for your customer experience, you need to be an expert on them. Understanding your industry benchmarks, advancements, setbacks and overall target customer behavior is key.

Choosing the right CX partner with a flexible model will provide an outside-in perspective on your most relevant focus areas. Having a CX expert in your court will allow you to configure the technology to your needs and ultimately streamline your efforts understand your customers by asking the right questions at the right time.

Get full value from your CX data. Disparate tools and insights may give you the basic information you need, but advanced technology, data science, and industry expertise provides the holistic view of your customer base that unlocks growth.

Your CX program should be producing continuous feedback to align with the other sources of data in the business. If these areas are not in sync, you run the risk of only analyzing a piece of the puzzle. Advanced machine learning techniques combined with industry knowledge prioritize which actions will produce bottom line results.

Start leveraging your measurements to direct strategy – When it comes to CX, most organizations attack the symptom, not the cause. The symptom could be an upset customer because your company did not accept their credit card of choice.  However, more importantly, the cause could be a lack of overall payment options. Many organizations focus on short term goals and how to quickly and efficiently address a customer’s issue. While perfecting the response to a bad experience is important, it’s just as important to identify common issues and put plans in place that prevent these bad experiences.

Businesses with a successful CX program have mastered the art of identifying and meeting customer needs while at the same time, delivering results. CX Measurement is a critical piece of a CX Strategy that professional CX technology and services can help you master – so that you can fail fast and identify opportunities to adapt to win customer loyalty in the long run.

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