How To Increase Maturity in CX Measurement Programs

Do you want to measure CX, act on the insight, and prove the ROI of CX? If so, the challenges that you are facing are on my mind. As Forrester's lead on CX measurement research, I collect best practices and develop frameworks for how to excel at CX measurement.

I compiled a list of free resources for you. And if you are a Forrester client, you can click through to the reports on our site. An overview of what's in this article:

1. The 3 Types Of Metrics You Need To Measure CX
2. Three Stages To Creating A Mature Program
3. What Does An Advanced CX Measurement Program Look Like?
4. How To Measure Value FOR Customers, Not Just Value Of Customers
5. Forrester's Journey Measurement Framework

Resource 1: The 3 Types Of Metrics You Need To Measure CX

If you are a customer experience (CX) leader, you need an effective CX measurement program. Why? Because you need to determine whether your organization is succeeding in delivering experiences that drive business results (ROI). Effective programs answer the following questions:

• How good is the quality of our customers’ experiences?
• How can we improve the quality of our customers’ experiences?
• How will our organization benefit from improving our customers’ experiences?

For that you need three types of metrics. Read more and find a real-life example in my blog Measure Three Types Of Customer Experience Metrics

Resource 2: Three Stages To Creating A Mature Program

We found that maturity is low, when we asked CX professionals in companies across the globe about their CX measurement and/or VoC programs:

• 42% say program maturity is low or very low; only 12% say that it’s high or very high.
• Only 15% say that the ROI of their program is high or very high, and nearly half of CX pros (44%) don’t even know the ROI of their program.

To help CX leaders increase their program maturity, we just published three reports full of best practices, advice, and company examples for creating a mature CX measurement program in three stages.

Read more in my blog How To Build A Mature CX Measurement Program

If you are a Forrester client, check out our new three reports full of best practices, advice, and company examples for creating a mature CX measurement program in three stages.

• How To Establish A CX Measurement Program
• Elevate And Scale Your CX Measurement Program
• Three Imperatives For Advanced CX Measurement Programs

Resource 3: What Does An Advanced CX Measurement Program Look Like?

CX leaders must evolve their program capabilities in line with three important trends: Evolve beyond a dependence on surveys, orient measurement activities around customer journeys, and embed CX insights into business decisions. 

Read about that - including some real-life examples - in my blog Advanced CX Measurement Programs: Beyond Surveys; Journey-Centric; Proactive

Resource 4: How To Measure Value FOR Customers, Not Just Value Of Customers

Customers derive value when they feel that they get more from doing business than they give up. Customer needs are varied; so is value. Think of it within four dimensions: functional (purpose), experiential (interactions), symbolic (meaning), and economic (financial).

To establish measurement of value FOR customer, you must:

1. Find key drivers of value across all four dimensions by using qualitative research.
2. Define a suitable, viable measurement per value driver that minimizes burden on customers.
3. Establish focus by understanding your competitive value gaps.

Read more in my blog How To Measure Value For Customer

Resource 5: Forrester's Journey Measurement Framework

You know customer journeys matter. But unless your company is the exception, you probably don’t know how well each journey performs. Forrester's Journey Measurement Framework quantifies journey performance but not only by defining end-of-journey success metrics. We add in-journey signals that predict journey success.

Journeys that are high-performing do well on success metrics and in-journey signals. Creating such a framework lets you prioritize which journeys to focus on, measure the benefits of journey improvements for your customers and your organization, and equips you with an early warning system about underperforming journeys.

Read more in my blog Measure And Predict Journey Performance

As always - let me know your challenges and joys related to CX and CX measurement via Linkedin or email.