Metrics & ROI

CX Metrics That Show ROI

Show the ROI of your CX and customer journey improvements with measurements and metrics that monitor and reflect each step of the journey, and quantify your customer’s value. Identify financial and operational KPIs to build a measurement plan, and create a journey scorecard to show the organization – from the front line to executives – that investing in customer experience yields tangible business results. 

What Is a Living Journey Map?

Once you find out what a living journey map can do, you won’t have any trouble understanding why it’s so important to the success of your CX initiatives.

So what can it do?

Unlike a static journey map, a living journey map doesn’t remain fixed in particular point in time. It changes and evolves as your journey does, tracking updates in customer/operational data and KPIs across the entire journey as you implement improvements. This allows you not only to see what’s working, but to prove it with the kind of hard business data the C-suite is eager to see. (And who here isn’t eager to please the C-suite?) Read more

Customer health dashboards are an effective CX tool.

Customer Health Dashboard Tips

Far tooCustomer health dashboards are an effective CX tool. many companies with CX programs cannot show that they are making a difference to the business. This prevents them from being included in decision making and contributing to the health of their companies. There’s a solution to this problem: customer health dashboards.

Customer health dashboards are foundational to measuring and improving (and proving!) the impact your CX efforts. The research Heart of the Customer undertook over the course of 2020 clearly showed that the vast majority of leading programs used customer health dashboards. Read more

bad cx data

2021: The Year of CX Data

Given the year we’ve had, we need to talk hygiene. Because I suspect you’ve been neglecting it.

Not because of the sweatpants you wore in that Zoom meeting, or that you don’t always sing “Happy Birthday” twice when you wash your hands.

I mean digital hygiene, and the need to clean your data.

Each of the past five years have been hailed as the “The Year of Digital Transformation.” We thought we were working hard to digitize our experiences.

Then the pandemic hit. And we realized we weren’t doing nearly enough. New digital capabilities came up almost overnight, as agile teams worked to pivot toward emerging customer needs. E-commerce sites, digital notifications, ship from store – all capabilities that were just “in the works” a year ago were deployed quickly. Read more

Six Ways Journey Mapping Can Drive ROI

When doing customer journey mapping, it’s critical to start by identifying a business problem – one that you can solve through learning more about customer needs. This is the first question of our Five-Question Framework. Carefully choosing which problem to attack helps you avoid one of the leading reasons most journey mapping initiatives fail to drive action: they try to address every problem, and end up solving none.

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Make the Most of Your CX Toys – er, Tools

I remember the joy of getting a new Lego set as a kid, and I see the same joy in my kids now, when they do. It’s hard to contain the temptation to rip the box open, dump the pieces out, and start building. Inevitably, I’d end up with something that kinda sorta looked like what was on the cover of the box, and always, a few ‘extra’ pieces left over.

The same temptation exists with new CX toys.

You get a voice of the customer (VoC) platform like Qualtrics and pump out a survey, because you can and it’s so easy! You buy a state-of-the-art journey orchestration engine (think Usermind), build a journey, and get creative with some actions! In both cases, more likely than not, you end up with something a little ugly and not very useful. Read more

How Hard is it to Be Your Customer Book Cover

Develop a Killer Metric to Drive CX Action

How Hard Is It to Be Your Customer Journey Mapping BookAs our book gains traction, readers tell us they appreciate our focus on starting journey mapping by targeting an identified business problem and using this to drive customer-focused change.

We interviewed dozens of CX leaders on how they did this, including Mark Smith, formerly of Element Fleet Management Corporation. Mark spoke on multiple topics, but my favorite was the need to develop a Killer Metric.

The Killer Metric isn’t NPS, Trust, or Customer Satisfaction. It’s one business KPI (Key Performance Indicator) that you use to rally the team to focus on meaningful change. He discussed how Amazon uses contacts per order – the more people call or chat, the worse the experience (in Amazon’s world – notice that Zappos, owned by Amazon, has a very different philosophy). Delta uses canceled flights, which has the biggest impacts on their customers. Read more

Ten B2B KPIs to Track, Starting Now (none are NPS) – Business KPIs

Measuring Customer Experience’s (CX) business impact is hard. It’s one of the biggest challenges in passing the CCXP exam. One reason is that CX pros are very customer-focused; we’re confident that if we just focus on customer needs, the ROI will take care of itself. Unfortunately, our business partners aren’t always so confident.

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Business and Customer Experience Metrics

If All Customers are Important, You have a Bad B2B Customer Experience

“When all customers are important…none will be.” – Syndrome from The Incredibles (slightly paraphrased)

Are all customers worth the same to your business? No! But odds are, your CX program doesn’t recognize this.

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Your Quest for Survey Data May Be Hurting Your Company

One thing we CX-ers have in common: we love our metrics. Go to any CX conference, and the room that’s filled to overflowing is probably talking about metrics.

Metrics are comfortable for us. Whether we’re talking Net Promoter Score, Customer Effort Score, or good old customer satisfaction, survey metrics give us something to share with the business. Even better, in a role that is so focused on intangibles, we have one tangible thing we can point to.

Of course, to get these metrics we need surveys. Lots of surveys. Long relationship surveys, short (but frequent) transactional surveys, and medium-length touchpoint surveys. More data to analyze and report. We need to feed the beast.

I recently ran across some research that suggests that the continuing search for these metrics may actually be hurting your company. Read more

What is the Most Important Contact Center Metric?

metrics2I presented at the ICMI CC Expo last month in Long Beach. It’s always a great conference, and I look forward to it each year.

In the afternoon after my journey mapping workshop I attended a Justin Robbin’s session on metrics. Justin began by asking attendees the most important metric they tracked.

Think about it for a minute. Of everything you look at, which is the single most important item?

The first respondent said, “ASA [Average Speed to Answer],” whereas another followed up with “productivity.” This was followed by “response time,” “commission” and “occupancy.”

Do any of these resonate with you? If so, then you need to rethink your approach. Read more