As Erik Nordstrom states, a great CX practice is “solving something for the customer”. At Verde Group, we know that friction significantly and predictably erodes customer loyalty and business results. This is why we are so passionate about helping companies pinpoint those experiences most damaging to their brand and financial performance.

Enjoy this month’s read and as always, we welcome your thoughts, questions, and responses to our poll.

In the May 2023 poll, we asked readers how open they are to exploring supplemental CX measurement programs. In our opinion, the data is not surprising as most readers appear to be open to something better, more effective, and linked to the financial performance of the business.

The desire to create a more effective CX measurement program is not new. After all, we are measured and rewarded based on our ability to add value to the companies we work for. However, most CX practitioners we speak with are under pressure to increase the value of their program(s) to the enterprise. This is largely driven by the following:

Our answer to the above challenges is FOCUS. Case in Point: In a recent program, Verde Group uncovered that 17% of the specific CX friction points evaluated represented over 80% of the total economic and strategic damage to the business. It is our ability to zero in on this level of detail that drives our client’s success.

Which is the most important way you gauge the success of your CX measurement program?

Answer: Great question and one that is near and dear to our hearts.

In many cases, CX insight programs ask customers about their problems and how aggrieved they might have been by the experience. This is where many programs go wrong. Customers often feel about their experience one way and act differently, sometimes completely differently. At Verde Group, we use analytics to derive the impact that specific experiences have on customer behaviors. This approach removes any bias or perception and allows organizations to separate noise from signal. You can learn more about Verde Group’s approach at: https://verdegroup.com/approach/