The Customer Experience Quality Framework

To evaluate customer experience quality, firms need a measurement framework that is complete, coherent, and looks at the world from the customer's perspective. That's why we've created Forrester's "Customer Experience Quality Framework," which centers on three key elements: 1) the moments of truth customers go through when accomplishing their goals; 2) the quality criteria they use to judge each experience; and 3) metrics that reflect how well the company delivered on each criterion. To create your own version of this framework, start with a pilot project in a single channel or function and use techniques like touchpoint mapping and ethnographic research to find the moments of truth and quality criteria. Be sure to connect the dots between the customer experience data you collect and other business metrics to prove that a good customer experience is good for business.