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The State of CX Metrics, 2014

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We asked over 200 large companies about how they use customer experience (CX) metrics, and then we compared their answers with similar studies we conducted in 2011, 2012, and 2013. The most commonly used metric is likelihood-to-recommend, which has been steadily rising in popularity over the past few years. While more than half of the respondents described themselves as “good” at collecting CX metrics, less than 20% described themselves as “good” at making trade-offs between financial metrics and CX metrics. Companies are best at measuring customer service and phone-based experiences and worst at measuring the experiences of prospects and customers who defect. In addition to answering survey questions, we had companies complete Temkin Group’s CX metrics competency assessment, which examines four areas: consistent (does the company use common CX metrics across the organization?), impactful (do the CX metrics inform important decisions?), integrated (are trade-offs made between CX and financial metrics?), and continuous (do leaders regularly examine the CX metrics?). Only 11% of respondents received at least a “good” overall rating, and companies earned the lowest rating in impactful. Companies with stronger CX metrics programs are more likely to outperform other companies in both CX efforts and overall business results. Use the CX Metrics Assessment, along with data from large companies, to benchmark your organization's CX metrics efforts.


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