Companies are starting to realise that hugely impactful Customer Experience decisions are often made in isolation of any understanding of the Customer Experience impacts. As companies increasingly make this connection, the measurement of the Customer Experience will need to evolve.
I predict two changes to Customer Experience measurement in the future:
• It will increasingly make the connection between strategic and operational factors and Customer Experience outcomes.
• Measures will increasingly allow companies to quantify the impact on the Customer Experience of operational and strategic initiatives.
These cause and effect relationships will make the measurement of the Customer Experience an increasingly important measure of company performance, turning the spotlight on the accuracy of current measurements. This is long overdue, as many incorrect measures of the Customer Experience are currently being used by companies.
Connecting Customer Experiences to strategic and operational causes will, in my opinion, be the big challenge in Customer Experience over the latter half of this decade.
