Ever since the idea of great customer experience entered the minds of business leaders, they have been pushing their organisations to measure it. Organisations of all stripes invested heavily in the tools and skills to truly understand the experience of customers using their services. To do so, they relied on survey-based CX measures such as Net Promoter Score (NPS) or the Customer Effort Score (CES). The trouble is, these measures might gauge general customer sentiment, but they don’t enable organisations to act.
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