How Four Firms Measure Customer Experience

May 4th, 2012

Megan Burns

With contributors:

Harley Manning , Belle Bocal

Summary

This report is an update to "How Four Firms Measure Customer Experience Across The Enterprise" originally published on January 22, 2010. Chief customer experience officers (CC/EOs) need a set of metrics in order to benchmark and manage their firms' enterprisewide customer experience. To understand which metrics they're using today, Forrester interviewed top customer experience professionals at companies in the travel, healthcare, banking, and insurance industries to outline performance management for customer experience professionals working to optimize their experience-driven organization. Our research shows that firms use a mix of metrics that captures what actually happened during customer interactions, how customers perceived those interactions, and what they will do as a result of the interactions. Looking forward, we expect customer experience measurement programs at these and other firms to connect more tightly to company financials, expand across industries and disciplines, and leverage the social media groundswell.

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