You cannot manage customer experience if you cannot measure it!
In this Workshop, attendees learn the fundamentals of measuring customer experience in both a B2C and B2B world. Forrester provides its framework for how to identify, organize, present, and get buy-in for customer experience metrics across the enterprise.
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You participate in exercises that allow you to take stock of current customer experience metrics, identify gaps, outline a high-level measurement framework, brainstorm additional metrics that you may need to fill in that framework, and formulate an action plan for bringing your CX measurement program to the next level of maturity.
During this full day of presentations, hands-on exercises, and discussions, Forrester analysts teach you how to:
- Identify the types of customer experience metrics you need. Many Customer Experience Professionals tell us that they have more data than they know what to do with and struggle to make sense of the numbers. We share a framework with attendees that defines the three types of metrics they need to improve customer experience and creates a coherent structure that makes data easier for everyone to understand.
Exercise: Assess your own company's metrics and find gaps.
- Pick the best metrics for your customer experience measurement. Having the right metrics in each of the three categories is key to success. Attendees learn how to identify the set of quality criteria that match the way their customers would define a "good" experience.
Exercise: Choose one or two moments of truth, and define the metrics that your organization can use to measure how well you are delivering the experiences customers want.
- Make the best use of the customer experience metrics you collect. Improving customers' experiences goes beyond just defining and tracking the right metrics. Attendees learn the three most important ways to use customer experience metrics: 1) improving today's customer experience; 2) focusing future research; and 3) aligning your company around those metrics.
Exercise: Assess the maturity of your company's customer experience measurement efforts and develop an action plan for advancing to the next level.
- Gain traction for your customer experience measurement. A company's customer experience measurement framework needs to be sustainable in the long run — otherwise CX efforts will lose steam and credibility quickly. Attendees hear how one company successfully got buy-in for a new approach to customer experience measurement and discuss how to apply those best practices inside their firms.
Who Should Attend?
- Chief customer officers or equivalent
- Directors or vice presidents of customer experience, marketing, or customer insight
- Executives involved with customer experience initiatives (companywide or within a channel like Web, mobile, or contact center)
- Learn a structured way to think about and measure customer experiences.
- Take stock of current metrics to find those most useful for customer experience efforts.
- Practice choosing customer experience metrics that are easy to understand and align with how customers judge their interactions with your company.
- Get to know proven techniques for acting on customer experience metrics to drive meaningful improvement.
- Learn how to develop a customer experience measurement system that lasts.
- Connect with other Forrester clients who are interested in customer experience initiatives.