Customer Experience (CX) and its components are hot topics in IT and business right now, with terms like “customer journey,” “brand touchpoints,” and “customer environments” flooding tech articles and best practice lists. In theory, centering your solutions around customer experience should result in solutions that meet or exceed customer expectations—but how do you actually measure customer satisfaction?
In a traditional brick-and-mortar storefront, measuring CX is straightforward. During face-to-face customer interactions, employees can easily gather insight into happiness or frustration based on facial expressions, body language, and verbal cues. Digital solutions like websites, on the other hand, eliminate these visual and verbal clues, so we must turn to new tools and techniques for CX measurement. In our experience, directed surveys are the best CX measurement mechanism.