Chart Your Course Report

Beyond Surveys: New Tools For More Effective CX Measurement

January 1st, 2018
Maxie Schmidt, VP, Principal Analyst
Maxie Schmidt VP, Principal Analyst
With contributors:
Harley Manning , Dylan Czarnecki

Summary

Structured surveys are the mainstay of customer experience (CX) measurement programs. Despite their advantages, surveys fall short in ways that can leave gaps in the insight that CX professionals need or even mislead CX efforts altogether. Approaches for compensating for survey shortcomings include modernizing surveys, finding ways to collect CX insights without surveys, and predicting CX insights through advanced analytics. This report shows ways for CX pros to compensate for the shortcomings of today’s typical experience surveys.

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