The Customer Experience Index: Measurement of the future for the customer journey?

by Theo

The Customer Experience Index: Measurement of the future for the customer journey?

by Theo

by Theo

The Net Promoter Score (NPS) has become the KPI for customer value in recent years. However, Is the NPS still the best predictor now that companies are increasingly working with customer experience? Especially when companies ask for feedback on the customer journey, the NPS is often a hard-to-use measure to formulate concrete improvements that are proven to contribute to an improved customer experience.

What makes it so tricky?

The NPS was once a measuring value on the brand (relational) and was asked to know more about brand perception and the distinctive character of the brand. In Recent years, however, the NPS has become Haarlemmermeer to ask mainly for the customer contact (transactional). By adding the Customer journey dimension to this, an extra layer of complexity is emerging that requires new methods and perhaps even Kpis.

Complexity Customer Journeys & the NPS: The peak-end rule (Kahneman)

You remember an organization through your last experience with that company. The More positive the experience, the More positive you remember the organization. This is the so-called peak-end rule. When you approach this from feedback, where do you measure? Many companies measure the customer journey at a company-defined end of the journey. This is possibly recorded in a so-called customer journey map. The company Then requests the entire journey at this point.

It is my opinion that this creates a strong bias because of objectivity there can be no question. In Short, you get the entire feedback through the glasses of the last experience. That is an important layer of complexity that is added by measuring with the aim of improving the customer journey.

Measuring in the Customer Journey & the NPS

To respond To This, you can use customer behavior in the Omnichannel customer interaction to create more points of measurement than just at the end of the journey. The intended customer feedback volume divides you over these different moments in the customer’s journey. With a good interpretation you can even draw the journey from the interaction and feedback at these different moments.

This is a good first step, but there is an important follow-up question: is the promoter asking the right one to set at such a moment in the journey? The sooner you meet in the journey, the less it says something about the actual journey.

What is a better measuring value for optimizing customer journeys?

This question is very much put to us. We See the Customer Experience Index (CXI) becoming more and more like a used measuring value to make the customer journey transparent in terms of results and opportunities. The CXI is a combined KPI that accommodates 3 key customer experience principles:

  1. Is the job done?
  2. Was it easy?
  3. Am I Going to remember it positively?

1. Is the job done

This measurement is based on the basic principle: has the customer received a solution for what he intended to solve? This can be highly related to the jobs-to-be-done theory. This is mainly about whether something adds value to what a customer envisions. If you are going to hang a painting you want a screw or nail in the wall, but in the end it’s about that the painting hangs firmly. An organization that sells boring machines must be well aware!

2. Was it easy?

The second layer in the CXI is whether it was easy to get the job done . This layer has a strong relationship with another measuring value: the CES (Customer Effort Score). The Starting point is that customers are willing to invest in the cooperation, but above all expect fast and reliable service. Companies often fill this measurement value by strongly sending them on first time right principles in, for example, customer contact.

3. Am I Going to remember it positively?

The third layer in the CXI is whether your customer is going to remember the solution positively. Probably the customer is going to talk more about you and maybe even recommend you. This Peak-End thought has the most coherence with the NPS. However, NPS does not necessarily give you feedback on how your customer remembers the collaboration around the job-to-be-done. Making Emotions in the actually experienced customer travel insight is at least as valuable as just looking at the promoter behavior.

Forrester has embraced the CXI as a leading measurement for customer experience. Companies like Transavia work with this measuring value to make it clear how the customer experience develops.

Continue to improve the customer experience

We work together with our clients and leading universities to research how customer experience can be continuously improved to a 9 + experience, with organizations:

  • Agile Service can improve
  • A continuous flow of Insights available for the next improvement
  • Have a continuous flow of Insights available to track improvements already made
  • The Required Data Science ALWAYS ON is
  • Experience and insight into customer experience as a starting point for all improvement to be relevant

Learn More about the CXI or how Underlined customers use it to improve the customer journey? Please Contact us. We will be happy to talk to you for your specific situation.

Publication by:

Sandeep Varma
Partner Underlined

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