While measuring customer loyalty is relatively easy, improving it is often much harder. Unfortunately, traditional approaches to Customer Experience Measurement (CEM) such as Net Promoter benchmarking, CSAT tracking or Customer Effort Scoring are typically designed and implemented in ways that do more customer loyalty harm than good. These approaches typically miss the mark in three ways.
- Faulty Metrics
- Misguided Mechanics
- Feedback Manipulation
This in-depth white paper examines these three CEM problems and details a better way to measure and improve customer experience that has been validated by extensive academic research and actual business results. This report includes actual customer loyalty and financial results achieved using the The HUMAN Brand CEM insights model.
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