Creating a high-quality customer experience is a cornerstone for business success and growth. But consistently meeting customer expectations remains a challenge. Today, only 23% of customers are “very satisfied” with their experience.
To develop an effective customer experience (CX) that satisfies your customers, you need in-depth insights into who your customers are, how they behave, and what they need.
Download the Guide to Customer Experience Measurement to learn:
How you can leverage CX insights for your business
The three essential components of customer experience measurement
Critical tips on getting customer experience measurement right
The CX Gap
For years, there’s been a persistent gap between the experiences companies think they provide and the experiences their customers actually have. A Bain & Company study dating back to 2005 found a 72-point gap between companies’ perceptions of the customer experience they offered and customers’ reality. A separate study by Emplifi 2022 showed that the gap had risen to 76.
While many companies focus on improving customer experience, few have found a way to close the customer experience gap. This is where CX insights become critical.
With strong, data-backed CX measurement framework, savvy companies can leverage CX insights to:
- Uncover where their customer experiences fall short
- Identify the most promising paths to delight customers
- Drive growth
How to Measure the Customer Experience
Almost every aspect of your business feeds into the customer experience, resulting in a wealth of CX insights to parse through. With so much data at your fingertips, painting a clear picture and focusing on what matters most can be difficult. Consequently, many companies only measure a fraction of the CX insights that they should.
To develop their measurement strategy, companies should view their CX measurement framework as consisting of three pillars of insight:
- Who their customers are
- What their customers do
- What their customers need
Using a three-pillar approach to customer experience measurement, you can carefully and effectively focus your resources where they’ll have the greatest impact.