Evaluating, Measuring and Optimising CX

Chapter 6 of the Implementing a Customer Experience (CX) Strategy Best Practice Guide

As customer journeys become more complex, it is crucial that brands focus on CX strategy to stay competitive. This chapter outlines how marketers can evaluate, measure and optimise customer experiences.

By Neil Perkin

20 minute read

With customer journeys becoming ever more complex, brands must focus on CX strategy to retain a competitive edge. This chapter describes how marketers can evaluate, measure and ultimately optimise customer experiences. It covers:

Sources of insight: What inputs do marketers need to inform CX strategy, and what are the pros and cons for each?
Selecting metrics: How do marketers select the metrics they should monitor to ensure business goals and objectives are being met?
Net Promoter Scores: What are the benefits and drawbacks of using NPS? How can it be augmented to create insights for the business to guide optimisation efforts?