2. WEBINAR Beyond Surveys — Toward A More Effective CX Measurement
Maxie Schmidt-Subramanian, Senior Analyst
March 17, Call in at a.m. Eastern time

4. 92%
the % of potholes closed within 2 days in 2014 using civic apps like Street Bump (compared to 48% in 2011)
Source: Ben Schreckinger, “Boston, There’s an App for That,” POLITICO Magazine, June 10, 2014
Image source: App Store

5. Effective CX measurement: Identify issues earlier and resolve them faster.

6. Agenda
Surveys limits constrain CX efforts.
Make CX measurement more effective.
Recommendations

7. Agenda
Surveys limits constrain CX efforts.
Make CX measurement more effective.
Recommendations

8. Surveys are ubiquitous
96%
Share of CX pros that said “We use structured/multiple choice feedback surveys.” Source: Forrester “State of Customer Experience Maturity” survey, Q4 2014

9. Surveys enable CX measurement . . .+
Quantify customer perceptions.
Monitor CX progress over time.
Generate metrics that drive the business. + +

10. . . . but they also hamstring efforts-
Too little insights
From too few customers
Captured too late - -

11. Agenda
Surveys limits constrain CX efforts.
Make CX measurement more effective.
Recommendations

12. Collect customer experience insights without relying on surveys. 1
Collect customer experience insights without relying on surveys.
Use advanced analytics to enhance CX insights and create prescriptions.
Embrace technology innovation for continuous, individual CX measurement. 2 3

13. 1. Collect customer experience insights without relying on surveys

14. For Fly-Fi, JetBlue monitors social media conversations and built baseline metrics for mentions and sentiment.
Image source: Tecnético (

15. Copenhagen airport uses location analytics to recognize and resolve CX problems.
Image source: Wikipedia (

16. 2. Use advanced analytics to enhance CX insights and create prescriptions

17. A credit card company sizes the impact of CX issues with advanced analytics of touchpoint patterns.
Image source: ClickFox (

18. EMC and Walker identify when to reach out to customers to close the loop
Service event
Predictive algorithm:
service event rating
Close the loop
Pilot results: “Overall CSAT improved 67% of the time.”
Source: “Total Customer Experience Day Virtual Celebration – Video Showcase,” YouTube, October 6, 2014

19. 3. Embrace technology innovation for continuous, individual CX measurement

20. Internet of Things: Smart appliances will provide CX measurement data 24x7
Image source: Fortune ( and Examiner.com (

21. Internet of Things: Connectivity will give access to measure more touchpoints.
Image source: (

22. Firms will trigger micro surveys in-app using location analytics
How did you like the restrooms?
Illustrative
Image source: beaconstac (

23. Wearables will help measure a customer’s behavior and emotions
British Airways “Happiness blankets” measure relaxation during flights.
mPath Moxo sensor helped identify pain points in shopping journeys.

24. Customers are ready for wearables!
Increasing adoption of wearables will make measuring physical well-being during experiences more scalable
Customers are ready for wearables!

25. Agenda
Surveys limits constrain CX efforts.
Make CX measurement more effective.
Recommendations: Deliberately modernize CX measurement.

26. Use journey mapping to guide decisions on better CX metrics and data sources
Journey Atlas
Journey Map
Select key journeys to instrument.
Define CX metrics and data sources for each journey.
Source: “Journey Maps: Necessary But Not Sufficient For Running CX Programs” Forrester report and “How Journey Maps Improve CX Measurement Efforts” Forrester report

27. Work on ways to reduce survey load — like American Express
Image source: American Express (

28. Plan how to connect the data dots
Plan how to connect the data dots. L’Oreal used social media coupled with call center notes to adjust how they steer customer choice.

30. CXNYC 2016
June 21–22, 2016 • New York Hilton Midtown • New York
Explore the dynamic, complex relationship between brand, customer experience (CX), and business success. From critical operational processes that support world-class CX to the corporate cultures and frontline personalities that embody your brand’s promise and value, attendees will gain insights on pacesetting CX performance from leaders in both B2C and B2B.