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Effective CX Management: defining, analyzing and measuring customer experience

Published: May 19th, 2016 By: IT World Canada Staff

IBM

“The customer is always right” mantra doesn’t just apply to fast-food employees. A positive customer experience and perception is the most valuable asset a business can acquire – though many companies aren’t doing all they can to optimize it.

Brands that don’t clearly define their customer experience (CX) goals or use the right resources to measure analytics are usually the ones that fall to the mercy of customers switching ships. Maxie Schmidt-Subramanian, Senior Analyst of Customer Experience Professionals at Forrester Research and Elizabeth Magill, Marketing Leader of IBM Customer Analytics, discuss how to define the right metrics to drive action and identify the different types of CX metrics in this two-part webinar.

Statistics show that a negative online experience is the number one reason customers leave a company, and a customer’s decision to do business with you can begin and end in the digital sphere. This is what is defined as the age of the customer power-flip where becoming “customer obsessed” is vital for growth. By creating an effective measurement system and refining it over time, brands can regain control over fickle customers to improve their experience and value their time.

The video webinar explains how professionals who want to design a successful measurement program need to follow seven steps that guide them through making a range of decisions, from choosing which customer segments and experiences to measure to identifying and acting on CX issues. Without a disciplined customer experience measurement program, companies will struggle to understand what’s working and what’s broken.

IBM Customer Experience Analytics provides a comprehensive solution that enables brands to understand customers across time, channels and devices. See how companies that address the full spectrum of customer needs will be more successful and gain a competitive advantage.

Watch the video to learn how to get your customers to care through the right use of CX metrics. Continue to the second part of the video webinar to learn how to implement these steps through action-oriented metrics.

Click here to watch the full video

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