The Actionable CX

Measurement Playbook:
How to Make an Impact With the CX Metrics
You Already Collect
Table Of Contents

WHY DO YOU NEED ACTIONABLE CX METRICS? 2

ACTIONABLE WAYS TO USE CX METRICS YOU ALREADY COLLECT 3

TAKE DIRECT ACTION BASED ON CX METRICS 4

USE JOURNEY-BASED METRICS TO ELEVATE YOUR CX MEASUREMENT 7

MAKE CX METRICS ACTIONABLE BY DETERMINING THE ‘WHY’ BEHIND SCORE 12

LINK CX METRICS TO OVERALL ORGANIZATIONAL KPIS 15

INCREASE THE SCOPE, SCALE AND VISIBILITY OF CX MEASUREMENT 16

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Why Do You Need Actionable
CX Metrics?
A recent Forrester survey found that ONLY 33% of employees
in product development, 50% in business development and
customer service and 48% in digital strategy agree that their
companies provide metrics with actionable insights about the
customer experience.
Most organizations, while having some level of customer experience measurement program
in place, are still not able to show how the CX metrics they collect directly impact business
performance or how they are using them to improve customer experience.

To take your customer experience measurement program to a level where it starts

producing actionable results, you need to measure the right things within the context
of the customer journey, and make use of those customer experience metrics in the
best way possible, so your company can benefit from the insights.

This ebook provides detailed, actionable ways in which you can use the customer
experience metrics you collect to take direct actions that maximize benefits for
your organization, improve experience for your customers’ and take customer
experience measurement to the next level.

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Five Ways to Use Customer Experience
Metrics You Already Collect
Take actions that maximize benefits for your organization, improve customer experience and
take CX measurement to the next level

TAKE DIRECT ACTION MAKE YOUR CX METRICS INCREASE THE SCOPE,

BASED ON YOUR CUSTOMER ACTIONABLE BY SCALE AND VISIBILITY OF
EXPERIENCE METRICS DETERMINING THE ‘WHY’ CUSTOMER EXPERIENCE
BEHIND THE SCORE MEASUREMENT

USE JOURNEY-BASED LINK CUSTOMER

APPROACH TO EXPERIENCE METRICS
ELEVATE YOUR TO OVERALL
CUSTOMER EXPERIENCE ORGANIZATIONAL KPI
MEASUREMENT PROGRAM

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1. Take Direct Action Based on Your
Customer Experience Metrics
Many CX professionals will admit to measuring customer experience
but taking no concrete action from the data collected. Net Promoter
Score® (NPS®), in particular, has gained a lot of prominence in the last
decade. Yet at the end of the day, the act of capturing NPS alone will
not magically solve your customer experience problems.
Here are six ways to take direct actions using the
customer experience metrics you collect:
Personalize Customer Care Calls – Map customer experience
metrics into your customer’s profile to equip your support team to
answer questions knowing exactly how each customer feels about
your business at that point in their journey.
This will help your support team to personalize each interaction,
®
move NPS detractors and passives to promoters, and keep
promoters happy.
Input for Product Development – There are a number of ways in
which you can utilize customer experience metrics for product
development. Here are three examples:
• Employ NPS as a go/no-go threshold for launching a new
product. Use a predetermined Net Promoter Score as a go/no-go
threshold when deciding to launch either a new product or a new
feature within an existing product. Release a beta version and
track the NPS for it. Release the full version to the market once
you achieve your target NPS.
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1. Take Direct Action Based on Your
Customer Experience Metrics (con’t)
• Use NPS to prioritize product
improvements. NPS can guide your
product roadmap by serving as
an input for prioritization of new
features and other potential product
improvements, so that they are better
aligned with customer requirements.
Net Promoter Score can help product
development teams most when it is
followed by deeper research into the
scores. Customers specially respond
well when it’s made clear that the
request for further feedback is coming
from the product team, rather than
from sales, marketing or customer
service.
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• Apply VoC data to uncover new
product opportunities. Include a
question about unmet needs during
your VoC data collection process to
uncover a range of opportunities
for the product team such as
improvements to boost product
usability, features to differentiate
your product from competition, and
suggestions for complementary
products and services.
Simplify Customer Onboarding – Use
Customer Effort Score (CES) to determine
the effort required during the onboarding
process (which is the journey
point at which customers are most likely
to churn). Your Customer Effort Score will
tell you how easy your onboarding process
is. Over time, as you work to simplify and
ease your onboarding process, track the
customer effort score to make sure that it
continues to improve.
Leverage Promoters and Other Happy
Customers – Use happy customers from VoC
data or Promoters from NPS surveys to talk
about your product. If you have provided
exceptional value, customers are willing to
give good reviews, talk about your service
to friends and family members, participate
in a testimonial, quote or video
and even be willing to buy
another product or upgrade to
a higher version.
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1. Take Direct Action Based on Your
Customer Experience Metrics (con’t)
Conduct Spend Analysis on High-Value Promoters – Once you have identified your
high-value promoters, you can conduct a detailed spend analysis to determine
their spending pattern as it relates to product category, seasonality, average spend,
demographic distribution, etc. Use customer journey analytics to quickly reveal
the connection between revenue and NPS scores within the context of customer
journeys.

Close the Loop With Dissatisfied Customers – While it’s important to focus on your
happy customers, it is also vital to ‘close the loop’ with your dissatisfied customers.
Make sure your frontline customer service representatives are empowered to act
upon real-time feedback and take quick action on the information they get. A
good customer experience measurement process should include the tool
set needed for triggering action in response to a poor customer
interaction. This will go a long way towards reducing customer
churn.

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2. Use Journey-Based
Metrics to Elevate Your CX
Measurement Program
Assess Customer Experience Metrics
Through a Journey-Based Lens
To be able to use the customer experience metrics you have collected in
a manner that is systematic, efficient and comprehensive, it is important
to employ a journey-driven approach. After all the resources you have put
in measuring customer experience, journey analytics is critical to elevate
your measurement program and take it to the next level.

Using a journey-based approach helps you identify the right customer

experience metric to use at the right point in the customer journey. A lot
of companies have a tendency to capture and analyze their metrics, as
a single value across the entire customer journey. However, this single
metric approach is really problematic, as customer needs and experiences
can vary dramatically across individual journeys.

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Align the best metric with the right point in the customer journey

Recently, a mom called the customer care center of an online
shoe retailer as she was experiencing a delay in the delivery
of her kid’s shoes. The service representative was able to
successfully resolve the issue and promised that she would
receive the pair of shoes without any further delay.
What she experienced is a classic case of poor alignment of
customer experience measurement with the customer journey.
To get better results, you should first discover end-to-end
customer journeys before you pick the most appropriate
metric to use at a given interaction.

The call was handled professionally and courteously. Before

hanging up, the service representative asked her if she would
recommend the online retailer to a friend or colleague (a
standard question to measure Net Promoter Score). But she
had not even received the shoe yet, and her kid had not had
a chance to use the product. All she had was a satisfactory
customer experience.

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Select Which Customer Journeys to Measure
All customers don’t behave the same
way nor do they have an equal impact on
your revenue. Since your resources are
not unlimited and you cannot measure
every interaction, use customer journey
analytics to prioritize which high-impact
customer journeys and customer
experiences to measure.
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As per Forrester, Charles Schwab used
journey analytics to identify critical
journeys where the client relationship
was at risk, such as onboarding,
providing a mortgage and portfolio
reviews. Use Customer Journey
Analytics to Prioritize
the Measurement of
High-Impact Customer
Journeys and Experiences
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Calculate Customer Experience Metrics for Individual
Customer Segments
Journey analytics helps divide your
customers into individual segments beyond
demographics. Customer experience teams
should use this insight to steer measurement
towards customer segments with high
profitability, high growth potential, high
influence in target marketplace, etc.
Customer journey analytics can also segment
customers based on their pattern of behavior
and interaction with a brand. This is known
as behavioral segmentation. Behavioral
segmentation is about understanding
customers not just by who they are, but by
what they do, using insights derived from
customers’ actions.
Behavioral segmentation is further
categorized into several different types such
as segmentation by Purchasing behavior,
Benefits sought, Customer journey stage,
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Usage, Occasion, Customer satisfaction,
Interest, Engagement-level and User status.
Different customer segments have different
expectations and often entirely different
customer journeys; hence they require
different customer experience metrics.
A good example of customer experience
measurement based on customer
segmentation can be found in the US
health insurance industry. Some insurance
providers focus on measuring customer
experience of self-insured customers,
as that segment has high growth
potential. Other insurers focus more on
measuring the customer experience of
healthy customers, as they are the most
profitable segment and their continued
enrollment is essential for maintaining
revenue.
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Measure CX at the Optimal Time and Via the Preferred Channel

Making your customer experience measurement process short Keep in mind that customers may have feedback fatigue from
and easy is a common goal for most customer experience being asked for their opinion by every service provider at every
teams. But reaching out to customers at the optimal time interaction. If this is the case, you want to reach out to measure
through their preferred channel is equally important. customer experience at only the most important moments, also
known as ‘moments of truth.’
Say you want to capture feedback after a customer calls into
your call center. To do this, you are likely to pass the customer on Using customer journey
to a recording platform to capture their feedback at the end of analytics, you can
the call. discover these important Using Journey Analytics
But this may not be the best way for the customer who has
interaction points and You Can Discover
only prompt customers
already been on the line with an agent for over ten minutes and the Most Important
for feedback at those
wants nothing more than to hang up. Maybe an SMS or a brief
points in their individual
Interaction Points at
email would produce a better result. Which to Measure the
journeys.
Before you act based purely on instincts or experience, use Customer Experience
customer journey analytics to discover your customers’
preferred channels for engagement. A customer journey
analytics platform can trigger engagement at any point in the
customer journey through your existing technology stack.
This way you never have to leave the environment to set up an
interaction and the whole process can be automated.

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3. Make Your CX Metrics Actionable by
Determining the ‘Why’ Behind the Score
To make a customer experience metric actionable, it is essential
to evaluate the metric within the context of the customer journey
and understand the underlying customer sentiment or behavior
driving the score, to determine the ‘why’ behind the score. With
customer journey analytics, you can make NPS and other customer
experience metrics actionable by discovering high-impact
customer journeys that move the metrics in a positive or negative
direction over the course of time.
AI allows you to focus your time on evaluating
insights and deciding which ones to act on first,
rather endlessly manipulating the data you collected.
Sophisticated customer journey analytics platforms employ
artificial intelligence to improve customer experience by
rapidly sifting through billions of data points and finding
every relationship in the data that exists. AI can enable you to
determine the precise factors that influence those scores—e.g.
which customer interactions had the highest impact on the
metrics over time—within the context of your customers’ actual
journeys.
 USE CASE
A Top U.S. Telecom Company Makes
NPS Actionable
A top 5 US
telecommunications
provider made a significant
investment in automated
customer messaging to
improve Net Promoter
Score and increase
Customer Lifetime Value.
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Their existing tools were unable to
accurately attribute and measure impact of
their new customer messaging system.
They used customer journey analytics
to measure how automated messaging
influenced customer behavior and customer
experience metrics, particularly NPS.
Within a few days they were able to rapidly
and easily integrate data sources with
the customer journey analytics platform,
including VoC surveys, mobile messages,
call center scripts, truck roll scheduling, and
service activations among others.
The CX team used customer journey
analytics to visualize specific customer
journeys of interest.They tested the effect
of messaging on NPS within a specific
customer care journey that included truck
rolls (i.e. on-site service visits) and product
activations.
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 USE CASE

The Result
Within 2 weeks of data integration with the customer journey Now they plan to increase investment in automated messaging
analytics platform, the team was able to attribute and quantify and roll it out for broader use across other customer segments
an increase in NPS as a result of the automated messaging. and geographies.
For the first time ever, they had the ‘why’ behind their customer
experience metric.

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4. Link Customer Experience
Metrics to Organizational KPIs
An important step you can The right measurements will help you
evaluate your customer’s experiences at
take to use your customer
every touchpoint as well as the impact
experience metrics and those touchpoint experiences have
make them actionable is to on your business. If the customer’s
experience changes, either positively or
start linking them to your
otherwise, you need a way to know it.
organizational KPIs. And you want to understand what impact
Organizational KPIs (hard, quantitative those changes are having on the KPIs that
metrics like revenue, sales growth, churn drive your business.
and acquisition) are well-known and
The way to link a customer experience
accepted throughout the organization,
metric to an important organizational KPI
and resonate with executives. By linking
is to show a direct relationship between
your customer experience metrics to
the two. Customer journey analytics
KPIs such as these, you will quickly build
can provide a quantitative link between
visibility and alignment for customer
customer experience and hard metrics
experience measurement across your
like revenue or profitability.
company.

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5. Increase the Scope, Scale and Visibility
of Customer Experience Measurement
Create a consolidated CX metrics dashboard
To keep stakeholders and employees engaged, present customer
experience metrics in a consolidated, visual, interactive dashboard
that presents your metrics in real-time so that you can continuously
monitor them. Avoid focusing only on one top-level customer
experience metric, such as CSAT or NPS.
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Although senior executives may want to monitor only one or two
metrics to summarize whole of the customer experience, that
approach does not show you where to focus your efforts to bring
about improvement. Finally, make sure the metrics are linked to key
customer journeys.
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Share Insights that Drive Action
In addition to dashboards, think of other formats
to share regular and urgent insights with the
organization, particularly those insights that have the
potential to drive meaningful action. These formats
could be online reports, videos, or customer quotes.
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A few examples:
Investment firm Vanguard has created a customer feedback
management platform that sends alerts to designated
employees as soon as an important customer has filled out an
NPS survey.
UK-based retailer Homebase pushes out feedback alerts in
real-time via a mobile app to frontline staff so that they can
address complaints immediately. The feedback is not filtered
through the management and is placed directly in the hands of
the frontline staff. This proactive move has helped Homebase
increase CSAT by 3 percentage points year over year.
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Roll Out Your CX Measurement Connect Customer Experience
Program Across Additional Metrics to business units
Business Units and Customer Make your CX metrics relevant for other business units
Segments by identifying and sharing how a particular business unit
contributes to a metric within the context of the overall
In large enterprises, customer experience measurement
customer journey. This will help increase the level of visibility
typically begins with one or two business units and a
and engagement of your customer experience measurement
select few customer segments. Once you have successfully
program.
demonstrated how to use the customer experience metrics
you have collected, the scope and scale of the measurement
program can be elevated by rolling it out across additional
business units and expanding it to larger customer
segments. Ensure that the metrics you choose continue to tie
back to the organization’s larger business goals.
Show Each Business
Unit How They
Contribute to Your
CX Metrics

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Work on Quick Wins and Plan
for Long-Term Priorities
Once you have analyzed the data collected, there
will likely be opportunities for quick wins—visible
problems that are easy to fix, quick to complete
and with clear benefits.

Start by working on those immediately, as they can

help elevate the visibility of your customer experience
measurement program.

There will also be other issues that require a deeper

understanding, more research and are long-term
priorities. Get the relevant stakeholders involved, start
planning and documenting these long-term issues so
that you can build a case for the required investment.

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 Contact Us
321 Summer Street
Boston, MA 02210
1-888-MYJRNYS (1-888-695-7697)
Discover and Optimize Your info@pointillist.com
Customers’ Journeys
Pointillist makes it easy for CX professionals to uncover and optimize
the journeys that matter to your customers, so you can improve
customer experience results and impact the KPIs that matter most
to your business.

• Quickly understand customer behavior across all touch-points &

channels over time

• Uncover and predict high-impact customer journeys

• Drive personalized, multi-channel customer experiences

Unlike other journey analytics solutions, Pointillist lets you connect the
dots between customer interactions and business goals in seconds,
rather than days or weeks. By using artificial intelligence to reveal high-
impact journeys and predict likely behavior, Pointillist is like having a
personal data scientist that’s always on call.

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