Building Better Customer Outcomes With a Customer Experience Quality Framework

Many organizations invest heavily in tracking and improving the customer journey to support customer satisfaction (CSAT) and Net Promoter Scores (NPS), but struggle to make a measurable impact due to uncertainty about where and how to prioritize improvements. Over 70% of CX leaders say they struggle to design projects that increase customer loyalty. Most voice of the customer (VOC) programs lack data integration and struggle to prove business value.

Organizations need a unified and businesswide approach to CX, understanding CX challenges and customer journeys becoming more complex. A new customer experience framework is needed to consolidate, visualize, and analyze experience data to drive fast, smart decision-making. The framework must include all inputs from all channels and allow senior executives to practically use large volumes of data to actively improve the quality of customer interactions.

The customer experience quality starting point is the listening program organizations build to understand customers, collecting data from all channels including contact center conversations, customer feedback, operational data, inferred behaviors, and employee feedback sources. Unifying data feeds up front provides a comprehensive, analytical view of customer interactions in real-time, which can be seen through a set of dashboards. Using a customer experience quality framework, organizations can more easily process and analyze data, automate and speed decision making, and operationalize improvements.