Measurability is at the heart of customer experience success

There’s little doubt that a first-class customer experience (CX) is worth investing in. Research from Microsoft indicates that experience is chief among customer considerations, with 90% saying CX is important to their choice of (and loyalty to) a brand. Indeed, more than four-fifths of respondents in a similar study said they’d be willing to pay more for a better experience. 
 
Conventional customer experience measurements — such as customer satisfaction surveys — are a good starting point on this front, but they don’t go far enough. If a business is to craft a CX that delivers a competitive advantage, a more comprehensive approach to measurement and analytics is key.

Evangelical about measurement

Customer experience is felt across almost every aspect of a business — but quantifying the effects of CX isn’t always easy. This is why it’s important to have analytics built into your CX programs, which should in turn be based on measurable outcomes.
 
From brand experience to user interface, OKRs to attitudinal and behavioural changes, every facet of customer experience must be monitored in real time. These measurements can be conducted in a variety of ways: customer satisfaction (CSAT) and net promoter (NPS) scores, retention and purchase loyalty, waiting times, and so on.

CI&T puts customers at the heart of what it does. This means engaging with them directly to better understand their needs and what they are trying to achieve. These insights provide a vital foundation, from which we can build better user experiences. 

Customer experience drives business outcomes

A connected, more intelligent CX can help achieve a host of business ambitions: increased audience engagement, better brand equity, and higher sales volumes. Fully understanding the ROI of an improved user experience is often tricky, however.
 
CX metrics can help with this. Rather than tackling perceived problems based on anecdotal evidence, a business can — with professional CX assistance — leverage reliable, quantifiable data to determine where the most profitable opportunities for improvement lie.
 
A bespoke approach is often required to get this right — no two businesses are the same, and seldom are the  customer’s needs. At CI&T, we design CX measurement solutions on a client-by-client and user by user basis, bedding in for as long as is required, and always ensuring that unique ROI measurements  are taken into account.
 
This is particularly useful when a company’s launching a new product or service. Going to market without a CX measurement system is a risky strategy: time and money might be wasted on features and functionality that fall short of customer interest.
 
With CX analytics at your disposal, the opposite is true. Satisfied with the business’s tailored approach to user experience and service quality, a customer is more likely to remain loyal — even if prices increase.

Test, learn, and optimise

Having derived data and insights from CX measurements, a company can optimise its customer experience with confidence. Personalisation engines — systems that offer unique user services, such as sophisticated digital experience platforms (DXPs)— can, for instance, be informed by CX analytics to deliver an increasingly distinct, memorable, and pleasing encounter.
 
Businesses that fail to grasp the importance of CX measurability are at risk of falling foul of ‘bad data’: insights gleaned from generic, ill-designed surveys and other rudimentary engagement tools. Wide of the mark, this information will more than likely frustrate customer experience, repelling repeat business and undermining potentially lucrative relationships. 

Put the customer first with CX measurability

From pricing and commercial analysis to the use of CX metrics and optimisation, measurements should be baked into all customer experience strategies. The companies that win today are, after all, the ones with commercial designs that begin and end with their customers needs.
 
If a business’ goal is to build not just a product, service, or experience, but nurture a relationship that stands the test of time, a high level of CX measurability is fundamental.

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