Services

Customer Experience

Questions our Clients Ask

  • What should a holistic customer experience measurement program include?
  • What are best practices in measuring customer experience?
  • Why isn’t one metric like NPS enough to measure customer experience?
  • How can I optimize my customer experience measurement program?
  • Is a technology platform needed before I can start measuring my customer experience?

The Role of CX Measurement in Fulfilling the Brand Promise

In today’s hyper-connected world, where choices abound and attention spans are shortening, deeply satisfying customer experiences (CX) have never been more vital to the well-being of a brand. Brands fully committed to CX forge deep and lasting relationships with their customers by investing in comprehensive strategies that express empathy, accessibility, and authenticity across all the touchpoints that connect customers with brands.

Taking CX to the Next Level:
An Integrated Measurement System
That’s Customized and Comprehensive

Effective CX strategy is intensively insights-driven, but there’s no single CX metric that captures all the dimensions of customer experience. By leveraging strong measurement science, technology, and data analytics, a company can gauge how well its brand is living its promise and what more must be done to fulfill it.

CX must be conceived of as a measurement ecosystem – a comprehensive approach that integrates multiple data streams, diverse vantage points, and well-chosen metrics for a complete picture of your relationship with customers.

Assembling the Critical Elements of a CX Program

NAXION’s holistic approach to CX helps clients identify the right metrics at every level of measurement and develop an integrative analytic strategy that provides a strategic road map geared to all stakeholders, from the C-suite to business unit managers. The process begins by identifying relationship drivers – a foundational step that determines critical touchpoints and dimensions of experience based on your market context, competitive performance, and customer priorities. From there, it asks what analytic tools are needed to extract insights from the data and how to integrate these metrics for a whole-of-the-brand perspective based on selected program inputs:

Relationship Measurement, assesses brand performance on critical drivers of the relationship

Touchpoint Measurement, explores priority touchpoints from relationship measurement (e.g., customer service, online portals, contracting) with deep-dive exploration

Transactional Measurement, captures ongoing event-triggered feedback to provide timely intervention and a rich data stream that can identify emerging issues

Operational Measurement, connects relevant organizational data to survey measures to understand impact on customer business outcomes (e.g., attrition, revenues)

Our Process for Achieving Your CX Goals

Whether we are building from scratch or simply refurbishing, there’s a checklist of relevant activities and techniques we bring to the process to ensure your CX program is optimized.

  • A systematic review of your brand ethos market challenges, your existing measurement system (metrics and analytics), and your brand performance history
  • Development of an analytic plan that leverages qualitative and quantitative data streams to synthesize all the layers of input and create an integrated perspective
  • Platform guidance for clients without existing survey infrastructure: vendor-neutral help assessing and selecting the right fit
  • Platform customization for clients with an existing CX platform, unlocking more powerful analytics
  • Dashboard optimization to ensure that reliable decision tools are available to interpret and act on customer feedback, empowering effective response throughout the organization