What Wine Can Tell You About CX Surveys - Plus: Insights From Two Practitioners’ Experiences About Going Beyond Surveys

At Forrester’s Customer Experience North America event, I delivered a session about going beyond surveys to measure CX. To help convince attendees it’s possible, I asked two wonderful guest speakers to highlight their organization’s efforts to move beyond surveys in CX:

• TS Balaji, VP Experience Design & Customer Experience at Cox Communication
• Jhumur Choudhury, Research Lead, Advisory Services (Business & Wealth) at ATB Financial.

We Are At Peak Survey Effectiveness In CX

Peak survey effectiveness is what I call the point where each additional survey has a smaller positive effect on CX success and eventually affects CX success negatively!

It’s just like with wine: one glass a day is supposed to be healthy. But drink more than a certain number (how high that number is depends on you ??) and your health will suffer. Being at or past peak wine effectiveness means you need new habits.

Being at peak survey effectiveness means you also need new habits. To help attendees, I focused the session on two ends of the spectrum: transactional and relational CX measurement. We received a lot of questions from attendees during the session and Jhumur and TS were kind enough to respond afterwards so I could share them with you. Check out all questions and answers here on my blog. We hope these insights will be valuable.