Here’s an interesting exercise or thought experiment to try:

Write down all the things that you think might affect a customer’s satisfaction. Off the top of my head, stuff like:

Price
Product functionality
Quality / reliability
Ease of use
Brand associations / expectations
Interactions with employees
Advertising / promotional activity
What a salesperson promised them
Word of mouth / reviews
Customer service

Now — if you’re a CX professional — ask yourself, honestly, how much influence you have over each.

Do you directly control any of them? Are any completely off limits? Do you have a bit of sway with others? Chances are you directly control zero to two. Most are somebody else’s turf, and some you have a degree of influence.

Now ask yourself whether — given the number of factors involved and the amount of control that you have — it makes sense to measure the success of your CX program with satisfaction scores or not. Does it honestly seem logical to measure your performance with a metric you have such little control over?

Instead, you can better prove your success by using project specific metrics that more clearly link your exact interventions to revenues or costs. This is often quite easy in practice and makes for a far more compelling narrative!

See this post on LinkedIn