Innovating Analytics: How the Next Generation of Net Promoter Can Increase Sales and Drive Business Results

Chapter 7

The Customer Experience Measurement Ecosystem

The key to understanding your customers is to comprehensively measure and operate within what ForeSee calls the Customer Experience Measurement Ecosystem, a set of data and analysis that allows you to measure the customer experience and predict the future. Using a measurement ecosystem is based on using different types of metrics, methodologies, and tools to make the whole significantly stronger and more robust than its individual parts.

Using the Customer Experience Measurement Ecosystem helps solve a long-standing problem. Most traditional metrics attempt to determine—or, at best, infer—the success of an experience within a channel such as a website by counting events, including the number of pages viewed, the number of unique customer visits, the number of items sold, the average order size, or the number of subscribers.

But counting is not the same as measuring. Recording, sifting, sorting, or displaying data is not the same as generating usable information. I deeply believe in the value of behavioral data, but these metrics are often not measuring the experience the customer had but rather what the customer did. Understanding behavior is not the same as understanding the experience. And the problem gets compounded as the consumer experience evolves from an experience that resides in one channel via one device to a multichannel, multi-device experience. All too often we see that people find something they can count and ...