The Customer Service Survey

The Most Important Metric in CX

by Peter Leppik on Fri, 2017-10-06 15:36

The Minneapolis Chapter Meeting of the CXPA featured a panel discussion this week for Customer Experience Day. Four Customer Experience luminaries from the Twin Cities area fielded questions from a packed audience for the better part of an hour, but the very last question stood out.

"What is the most important Customer Experience metric?"

This prompted chin scratching and discussion of the relative merits of common survey metrics like NPS and Customer Effort, and general consensus that no one metric is ever going to give the whole picture, as well as the important fact that if you're focusing on finding the right metric then you're probably doing CX wrong.

I was not part of the panel (I'm not nearly luminous enough), but if I had been, my answer would have been different. Because I believe there is one metric that stands out above all others in measuring the progress of a company's Customer Experience efforts and predicting future success in harnessing all the financial and market benefits of being a customer-centric organization.

My metric, the One Metric to Rule Them All, is simple: The amount of attention a company's C-Suite leadership pays to Customer Experience.

I admit that I haven't actually tested this metric in the real world. Nor do I know anyone else who has--though I will cheerfully buy a beer for anyone cheeky enough to suggest performing a time-tracking study on their company's C-Suite executives.

But everyone I talked to agreed that a measurement of senior leadership attention is likely to outperform NPS, CSAT, Customer Effort, and just about any other customer-facing metric you might care to devise. Leadership focus on Customer Experience is the most critical element of a successful CX program: if you've got the C-Suite pulling for CX, everything else tends to fall in place. But if the leadership is indifferent, then the whole program is going to be an uphill struggle.

The other piece of this is the leadership needs to be directly paying attention, and not just spending money and delegating CX to a team. In most large organizations attention is more scarce than money, and it quickly becomes apparent what the company actually cares about and what they merely think they should be doing.

So if you want to gauge the success of your CX program, there are many survey metrics you can use. But the truest measure will be to look inside and see how much time and attention you're getting from the most senior leadership.

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