The Reality of CX Measurement - Four critical things to consider
What drives improvements in CX? How do we measure c-sat across disparate channels? How do we know we are measuring the right things? How can we make sure we are hearing the true voice of customer and not just the loudest one?
Measurement in a multi-channel, complex, always onworld is a huge challenge for all organisations. Leading statistics expert, Dr Liberty Vittert, Mitchell Lecturer at the University of Glasgow shares the four cornerstone questions to consider when dealing with statistics:
- Who is being measured? Looking at the wrong sample group completely changes the outcome. For example, if a customer is granted a loan and then is immediately asked about customer service, they will say they had good service no matter what. Conversely if they are denied the loan, they are likely to say customer service was bad even if it wasn’t. Who is being measured is crucial.
- What was measured? Asking loaded questions will change the answer. For example, asking people to specifically pick one option to not recommend out of a list is not the same as that person recommending everything else on the list.
- How was it measured? Data needs to be measured properly. For example, incentivising contact centre employees to cut call time is likely to affect customer service. So, while call times may look good, customer service is being adversely affected. If the metrics are not the same across the board, stats mean nothing.
- How was it interpreted? The context of how the numbers are interpreted is highly important: you can always spin numbers in whichever way you want to. How do we make numbers relatable? The best way to make numbers relatable is to make them personal.