3 Steps That Drive Growth Revealed


The Gist

  • Metrics matter. Customer experience metrics are essential for CMOs to make informed CX investments.
  • Measure Wisely. Customer experience measurement should connect customer behaviors to feelings.
  • Strategic steps. Identifying pivotal moments and assigning relevant metrics lead to impactful CX.

CMOs want to make CX investments that will drive the most growth and loyalty, but they often lack the right customer experience metrics to make these decisions. Often, CMOs rely on using a single measurement methodology or a “beacon metric” such as Net Promoter Score (NPS), in addition to operational metrics that focus on pain point detection.

A CX measurement strategy should help the organization to connect the dots between business-driving customer behaviors, such as renewal of contracts and repeat purchases, and how customers feel. There are three steps that CMOs can take in order to become more successful in delivering customer experiences that add value for both the customer and the organization.

Related Article: 20 Customer Experience Metrics Critical for Your Business

Customer Experience Metrics Strategy

Step 1: Identify Pivotal Moments Across Your Customer Journeys

Pivotal moments in the customer journey are those that have a disproportionate impact on a customer’s perception of their experience and your brand. They are the touchpoints along the customer journey where brands have the best opportunity to strengthen customer relationships.

To identify these high-impact pivotal moments, CMOs and their teams should evaluate the end-to-end journey of key customer personas to identify the touchpoints where their brand has the opportunity to amplify both CX and brand results. Meaning that brands shouldn’t just focus on the buying journey, but also the stages when customers own and advocate for your brand.

For example, a retailer might identify a pivotal moment that exists across each stage in customers’ journeys:

The Buying Process

Customers are evaluating their choices between a number of its products on the webpage. From user research, the retailer could tell that customers were spending time looking at products but ultimately not making purchases. When customers did make purchases, they were from product referrals.

Product Ownership

The retailer learned from listening to feedback from customer communities that many of its customers are very competitive and performance-driven. They purchased the product to achieve a specific goal and were tracking those goals manually. One of the most commonly asked questions to customer service and to the website from those customers was to create a way for customers to track their progress and get advice on goal setting from experts.

Customer Advocacy

The retailer discovered that the customers with the most frequent and longest purchase history were from recommendations from special interest communities, influencers and friends.

Marketers must validate these touchpoints with voice of the customer and quantitative journey metrics research to identify pivotal moments from the customers’ perspective. Then, they should green-light these touchpoints as candidates for potential CX enhancement initiatives.

Related Article: Customer Experience Metrics That Matter to This CX Leader

Step 2: Use the High-Value Experience Framework to Identify Where to Focus Efforts and Resources

Next, you should evaluate which experiences are most likely to create mutual value for customers and the business. There are three levels of customer value — catalytic, personal and functional — that drive commercially productive customer behaviors such as paying a premium or referring other customers to the brand.


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