Case Study: How American Cancer Society Used Measurement To Optimize Customer Experience

The American Cancer Society (ACS) is the most comprehensive organization fighting cancer in the US. Every year, ACS touches millions of people who are invested in the fight against cancer. However, ACS had no effective system in place to measure the experience it was delivering to its customers. Consequently, efforts to become more customer-centric didn’t get the traction they needed. To overcome this challenge, ACS completely rethought its approach to measuring the customer experience and developed a robust enterprisewide customer experience (CX) measurement program. ACS’s path shows how a company can create an effective CX measurement program that changes how the organization views customer experience and gets buy-in from across the organization.