The CX Cast

367: The State of CX Measurement

31 snips
Aug 13, 2024
Maxie Schmidt is a Forrester VP and Principal Analyst known for her expertise in customer experience measurement. She discusses the latest survey findings on voice-of-customer practices, revealing optimism in CX maturity for 2024 despite existing challenges. Maxie highlights the critical gaps in current measurement practices, advocating for real-time data over traditional methods. She emphasizes the necessity of embedding metrics into business strategies and the importance of linking data to specific business outcomes to drive strategic influence.
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INSIGHT

Maturity vs. Impact

  • CX measurement programs show increasing maturity, but struggle with practical application.
  • Key challenges include linking CX to business metrics, gaining buy-in, and proving value.
ADVICE

Three-Level Measurement

  • Measure customer experience at three levels: relationship, journey, and touchpoint.
  • Prioritize journey-level measurement to understand how touchpoints connect, despite its complexity.
INSIGHT

Journey Complexity

  • Journey-level measurement is feasible for single-channel journeys, especially digital ones.
  • Cross-channel journeys require more complex data integration and organizational alignment.
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