The sixth of the seven customer experience (CX) dimensions discussed in Perficient Digital’s CX guide is Measurement. For those of you who have been with me through the previous five (and the other posts in the series before that), thank you! We are in the home stretch of translating Perficient Digital’s 24-page CX guide to apply to life sciences!
How Effective is Your CX, Really?
Developing an effective measurement system involves the metrics, technologies, and techniques used to track and report on your CX effectiveness. Ironically, there has never been more available data for companies that are seeking to improve their CX, yet many continue to struggle with actionable insight.
Most companies have developed basic capabilities in this area. They have clearly defined CX metrics and key performance indicators (KPIs) that align with CX goals, and are able to accurately track the primary metrics across their customer touchpoints. They have also incorporated the most important information into their standard management reports. A subset of this group is able to measure behavior and the effectiveness of digital touchpoints, and has assigned financial values to non-transactional actions and tasks.
Best Practice: Monitor AND Improve
CX leaders should follow these best practices to monitor and improve their effectiveness:
- The analytics program has executive sponsorship, sufficient resources and properly trained personnel
- Have the ability to measure behavior and effectiveness across all digital touchpoints
- CX goals have been clearly defined with KPIs across the entire CX
- Analytics data is readily available and actively communicated within the organization
In the next post, I’ll discuss the final of the seven dimensions of CX: Culture.
