Published on October 29, 2023, 9:57 pm

TLDR: According to a survey by Forrester, many organizations still have low maturity levels in their Voice of Customer (VoC) and CX measurement programs. They struggle with tracking the quality of customer experience, empowering stakeholders, and linking CX metrics to business metrics. To improve CX measurement practices, organizations should develop a comprehensive customer experience framework and communicate the benefits of prioritizing CX to executives. Collaboration between marketing and IT teams is also crucial for supporting CX goals. Overall, there are opportunities for improvement in measuring and enhancing customer experience.

Customer experience has always been a crucial aspect of business success. Its roots can be traced back to the development of market research in the 1920s, where companies sought to improve their advertising strategies. Since then, customer experience practices have expanded to various industries, particularly with the rise of consumerism after World War II.

Now, almost a century later, we find ourselves at a juncture where we must question if we have truly reached the pinnacle of customer experience best practices. With years of experience and an abundance of technology at our disposal, it is essential to assess whether our efforts have yielded optimal results.

According to Forrester’s 2022 State Of VoC And CX Measurement Practices Survey conducted by Maxie Schmidt, Vice President and Principal Analyst at Forrester Analytics, there is still room for improvement in customer experience measurement efforts. The survey revealed that nearly half of the respondents rated the maturity level of their Voice of Customer (VoC) and CX measurement programs as low or very low. It also identified challenges such as lack of collaboration and buy-in from other departments within organizations.

Schmidt highlighted three areas where CX measurement can be enhanced: tracking quality, embedding CX practices within stakeholder considerations, and proving value through linking CX metrics to business metrics.

One key finding was that although CX teams heavily rely on surveys to measure customer experience, they struggle to track its quality effectively. Additionally, while these teams understand the significance of their programs within their organizations, they face difficulties in empowering stakeholders and holding them accountable for effective implementation.

Furthermore, many CX professionals encounter challenges when trying to align CX metrics with broader business metrics. This connection is vital for demonstrating how customer experience directly impacts organizational success.

To address these issues and excel in measuring customer experience, organizations can benefit from developing a comprehensive customer experience framework. This framework provides a guide for strategizing and implementing effective customer experience initiatives. It encompasses understanding what constitutes a positive customer experience and aligning it with the organization’s vision.

To gain executive support and drive customer experience transformation, CX leaders need to communicate their vision effectively to the C-suite and board. This requires emphasizing the tangible benefits of prioritizing customer experience, such as increased customer satisfaction, loyalty, and ultimately, business growth.

While customer experience is primarily associated with the domain of the Chief Marketing Officer (CMO), collaboration with the Chief Information Officer (CIO) or Chief Technology Officer (CTO) and their IT teams is crucial for supporting and realizing customer experience goals. However, according to Forrester’s research, this collaborative connection between marketing, CX teams, and IT is not prevalent in many organizations.

To establish a successful partnership between these departments, organizations must foster a culture of collaboration. This can be achieved by promoting open communication channels, sharing knowledge and expertise across teams, and aligning technology investments with customer experience objectives.

In summary, while we have made significant progress in understanding and measuring customer experience over the past century, there are still opportunities for improvement. By addressing challenges related to tracking quality, stakeholder involvement, and metric alignment, organizations can enhance their CX measurement practices. Furthermore, fostering collaboration between marketing and IT teams can ensure that technological capabilities support the delivery of exceptional customer experiences.


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