Transform Customer Experience

Chapter 7Customer success metrics

A robust customer experience strategy is grounded in solid evidence, and is constantly renewed and reviewed as new activities generate their own streams of data about how customers are interacting with the organisation. As with any strategy, metrics are a crucial element. ‘How are you going to measure the success of your strategy?’ and ‘What are the business benefits?’ are the first questions any CEO or board will ask when someone proposes a new approach, especially if it involves spending money.

Most businesses have more data than they can manage, but very few actionable insights come from it. That’s why specialist customer success metrics have been developed: the insights they provide empower your organisation to drive the right cultural behaviours to ensure you deliver on your CX vision.

Many organisations look at data and use it to support their decisions, but they don’t use it to drive action, continuous improvement and innovation. Senior executives are rarely curious about the ‘how’ and ‘why’. Their focus tends to be on the ‘what’ and ‘when’. But in fact, data is only valuable once it is translated into actionable insights and used to tell meaningful stories so it can be leveraged to support improvements to both your CX and your business.

Your reporting program needs to be built around five main areas:

• Define. Define the problem or situation.
• Measure. Capture data, understanding what metrics can be used to measure.
• Monitor. Analyse ...