Customer-Centric Measurement: The 360 View
The shift in orientation from “customer satisfaction” to “customer experience” is more than a change in marketing vocabulary. It’s a strong statement about the importance of truly seeing the world from the perspective of customers — and the value of seeing customers from the varied perspectives that multiple data streams can offer us. Though enormous investments are made to monitor the “satisfaction” of customers in many industries, the so-whats? and now-whats? of those data are often left unmined, no matter how many mountains of data are amassed.
Companies seeking to optimize the benefits of customer experience monitoring and modeling need to ask:
- Are we tracking the right metrics — or just the things we’ve always tracked?
- Do we want to use the data as just a crude early warning system — or do we want to use it as a true GPS?
- Do we have the technical capacity to extract guidance that can help us set and meaningfully track a course that maps directly to strategic enterprise goals?
- Are the metrics and models we’re using fully appropriate to our sector, our strategy, and our competitive ecosystem?
NAXION has developed a portfolio of approaches designed to address the shortcomings of traditional CSM and customer value analysis (CVA) by determining the levels of performance required to drive specified levels of satisfaction, the commercial implications of changes in specific metrics, and the amount of improvement needed to create meaningful leverage in customer acquisition and retention.
NAXION helps clients extract predictive insight from customer measurement with a portfolio of agile techniques that help clients find the best sight-line to their customers, and achieve practical market advantage based on:
- Sector-specific understanding of what has traditionally propelled customer commitment in each industry
- Careful attention to the way new cultural patterns and modes of commerce are changing desired customer experiences and brand relationships
- A thoughtful perspective on emerging theories of customer engagement, and the implications for updated market modeling
- Sensitive qualitative and ethnographic data that amplifies the voice of the customer
- Intelligent survey design that asks truly relevant, well-considered questions to ensure that what we measure is pertinent and predictive
- A statistical tool kit that is versatile and broad, and an approach to statistical interpretation that insists on the "so-what?"
NAXION uses a portfolio of ROI-focused modeling approaches to help marketers prioritize product and service delivery investments, by identifying key levers that increase satisfaction and predict repeat purchase. In addition, our analyses weight the "debits" associated with under-performance vs. the "credits" associated with over-performance to help clients fine-tune service delivery goals and investments by applying:
- Techniques that measure customer requirements against performance in ways that are granular enough to support process improvement initiatives at the line- management level
- Modeling tools capable of predicting the financial impact of process improvement
- Designs for tracking change over time to guide and assess the success of continuous improvement programs
NAXION has devoted more than two decades to the development of our customer satisfaction research techniques, and has implemented these approaches with many of the leading Fortune 500 firms, including the first non-Japanese company ever to win the coveted Deming Prize for the application of the quality improvement process to achieve the ongoing goal of customer satisfaction.