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Measuring and Managing the Customer Experience | A MetricNet Scorecard
Defining Customer Experience
To develop a valid methodology to measure CX, we must first understand what CX really is and why it’s important. Think of the customer experience as a marathon, not a sprint. Each touchpoint with your customer is a mile marker, and they all influence customer perception. Moreover, customer perception is everything! It’s also critical to understand that not every touchpoint involves live agent interaction. We must consider the end-to-end journey a customer takes when engaging IT support, including the level of effort expended and the time it takes to reach the desired outcome.
Much like MetricNet’s ROI methodology, we start by breaking customer experience into its respective parts to get a single overall measure of performance. There are three critical metrics that comprise the customer experience: Customer Satisfaction, Customer Effort, and Net Promoter Score. How did we arrive at these three metrics? Is it a hunch? Suspicion? An academic exercise? No, it’s none of the above. We know that these are the three metrics that matter most because the empirical evidence from thousands of service and support benchmarks supports this conclusion. But let me explain why these metrics are so critically important.
About Author
Jeffrey Rumburg
Jeff Rumburg is a co-founder and Managing Partner of MetricNet, where he is responsible for global strategy, product development, and financial operations for the company. As a leading expert in benchmarking and re-engineering, Mr. Rumburg authored a best selling book on benchmarking, and has been retained as a benchmarking expert by such well known companies as American Express, Hewlett-Packard, General Motors, IBM, and Sony. Mr. Rumburg was honored in 2014 by receiving the Ron Muns Lifetime Achievement Award for his contributions to the IT Service and Support industry. Prior to co-founding MetricNet, Mr. Rumburg was president and founder of The Verity Group, an international management consulting firm specializing in IT benchmarking. While at Verity, Mr. Rumburg launched a number of syndicated benchmarking services that provided low cost benchmarks to more than 1,000 corporations worldwide. Mr. Rumburg has also held a number of executive positions at META Group, and Gartner. As a vice president at Gartner, Mr. Rumburg led a project team that reengineered Gartner’s global benchmarking product suite. And as vice president at META Group, Mr. Rumburg’s career was focused on business and product development for IT benchmarking. Mr. Rumburg’s education includes an M.B.A. from the Harvard Business School, an M.S. magna cum laude in Operations Research from Stanford University, and a B.S. magna cum laude in Mechanical Engineering. He is author of A Hands-On Guide to Competitive Benchmarking: The Path to Continuous Quality and Productivity Improvement, and has taught graduate-level engineering and business courses.
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