Decoding the Customer

Customer Experience is more than a buzz word these days. Organizations the world over have realized that putting the customer at the center of their business is a winning strategy. Most businesses face the challenge of getting everyone on board with customer-centric thinking, even when there is buy-in from some members of the leadership team.

It is often at this crucial juncture, when I get the call or email asking about my availability to assist as a customer experience keynote speaker. Sometimes teams need to get fired up about a new strategic shift towards customer experience. Other times they need that “ah-ha” moment to realize that everyone (and I mean everyone) in their organization contributes to customer experience. Or perhaps a team would benefit from some inspiring CX case studies to help them think about things differently. No matter the task at hand, I’m here to help organizations jump-start or breathe new life into their customer experience efforts.

As a CX practitioner, I leverage 20 years of experience helping organizations realize business value through CX strategy. My experience isn’t hypothetical. It’s real. When I speak with teams, I draw on my breadth of firsthand experience driving customer-centric change, incorporating practical tips and tool, as well examples of CX best practices.

If you’ve heard my podcast, you’ll know that I’m no stranger to the microphone. I also did a bit of theater in my younger years, so the jump to the stage as a customer experience keynote speaker – where I get to share my professional passion of customer experience – was an easy transition.

I really enjoy the energy and buzz speaking to large groups at industry conferences and annual corporate events. But I am just as comfortable engaging with smaller groups. Smaller-format sessions can provide a great opportunity for leadership engagement, where I can tap into my extensive experience facilitating executive CX strategy workshops and incorporating design thinking approaches.  

Each one of my keynote addresses or team workshops is unique. I tailor these sessions based on the format, audience, industry and objectives. I am happy to develop customized case studies, audience engagement, interactive group activities, or whatever is required to spark meaningful change.

I often get questions from leaders about my availability and approach as a customer experience keynote speaker. Here are answers to some of the most common questions.

Do you do in-person or virtual events? I am happy to do either. Let’s chat about what would be best for your event.

Are you able to travel overseas speaking engagements? Yes, I love travel and consider myself a bit of a cultural chameleon! I speak 3 languages and have lived on 5 continents.

What are your speaker fees? This varies by speaking engagement and is mostly driven by the amount of preparation time required.

Can you incorporate case studies that are applicable to our industry? Certainly. I am happy to research and develop examples that will resonate with your audience.

Do you have a headshot and professional bio for our event marketing materials? Of course! I have these on hand and am happy to send them to you.

Can you help us raise awareness about our event through your channels? I would be happy to. Please let me know if you have any specific requests, and I will help as much as I can.

The podcast is currently on hiatus and will be back with new content later this year. In the meantime, I’ve curated a highlight reel of my favorite past shows to share with listeners.

If you’d like to checkout more of these CX Mini Masterclasses or listen to my longer format CX expert interviews, check out the full listing of episodes for this CX podcast.

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services (including VOC research and customer insight) or get in touch via email. 

The podcast is currently on hiatus and will be back with new content later this year. In the meantime, I’ve curated a highlight reel of my favorite past shows to share with listeners.

If you’d like to checkout more of these CX Mini Masterclasses or listen to my longer format CX expert interviews, check out the full listing of episodes for this CX podcast.

And if you are looking to super-charge your CX skills and continue learning, be sure to check out CX University. They have a great array of CXPA accredited training resources available on a flexible monthly subscription plan. Use the code PODCAST10 to get 10% off your first month’s subscription and support this podcast.

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services (including CX measurement, insights, leadership alignment and CX change implementation) or get in touch via email. 

The podcast is currently on hiatus and will be back with new content later this year. In the meantime, I’ve curated a highlight reel of my favorite past shows to share with listeners.

If you’d like to checkout more of these CX Mini Masterclasses or listen to my longer format CX expert interviews, check out the full listing of episodes for this CX podcast.

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services (including CX strategy, leadership alignment and CX business case assessments) or get in touch via email. 

Jeanne Bliss has always been an important figure in the CX industry. She is truly a pioneer in this field and has spent 35 years transforming companies, where she’s led organizations to earn 98% customer loyalty rates. Jeanne Bliss helps companies and people become the best version of themselves. She guides them to define, build and live the behaviors and actions that will fuse customers to them, and ultimately create deep and memorable relationships. Creating these deeper bonds has been Jeanne’s singular mission for over 35 years. First, as the inaugural Chief Customer Officer at Lands’ End, Coldwell Banker, Allstate and Microsoft Corporations. Then since 2002, guiding over 20,000 leaders around the world to understand that improving lives should be their most important strategic vision. She has shepherded a whole new breed of leader into the marketplace prepared to lead this change through her pioneering years as a practitioner, experience coaching global leaders, her four game-changing books, and as co-founder of the Customer Experience Professional’s association. If the proof is in the pudding, then there is certainly no doubt why Jeanne is one of the most prominent and respected thought leaders in the world of customer experience.

Jeanne Bliss, CCXP, CEO of Customerbliss

If you’d like to learn more about Jeanne’s work, be sure to follow her on LinkedIn, where she often shares insights about customer experience and more. Her blog is second to none as a resource for aspiring CX professionals. Her books provide foundational knowledge about customer experience, and her podcast, The Human Duct Tape Show, is well worth a listen!

Jeanne’s father set the tone for her career in customer experience. As the owner of a local she store, he became not just a part of the community, but a part of people’s lives. Putting shoes on children’s feet and welcoming families into his store as though they were part of his family. When he retired, there was a line of customers 3 blocks long, waiting to thank him and wish him well. Customer experience was in Jeanne’s bones and it encouraged her to ask questions about how brands can create those special experiences that fuse customers to them.

What’s your three blocks long? How will you be remembered? And that’s really so much of what’s missing for me as we get into customer experience. – Jeanne Bliss

After acquiring degrees in marketing and apparel design, and working in the retail industry for several years, Jeanne’s role at Lands’ End really catapulted her into her career in customer experience. At Lands’ End she worked closely with the CEO Gary Comber, whose enthusiastic support for focusing on the customer enabled Jeanne to learn, experiment and implement concepts that would become the core foundation of her “CX kit bag”. Jeanne went on to lead customer experience efforts at organizations across a diverse array of industries. Each one presented unique challenges and opportunities, but she identified her gift for being the “glue” that unites teams around an end state. 

Jeanne recommends that those who aspire to a CX leadership role first focus on how and where they can drive change at the ground level. She encourages CXers to get involved with operations, get their fingernails dirty and identify their unique gifts for improving customer’s lives.

She also highlights that it’s important to elevate the work and connect CX efforts to business outcomes. 

If you have a passion, it’s fantastic. But you need to be able to package the passion into simplicity, pragmatism and an understanding for leaders on why it’s important to do this work. – Jeanne Bliss

Jeanne highlights 3 things have have underpinned the longevity and success of CX or a heightened focus on customer experience. First, Jeanne points to “customer math”, or the acceptance by business leaders of customers as assets. This was accelerated during the economic downturns of the early and late ’00s, and it encouraged senior stakeholders to rethink their prioritization of customer experience given the benefit to the bottom line. 

The rise of social media has also impacted the focus on CX, by shifting the megaphone from companies (or their advertising agencies) to consumers. This has forced organizations to establish clarity around who they are and then fortify the reliability of their operating model to deliver.

When customers talk on social media, they really say three things: Did you do what you said you were going to do? Did you improve my life? And how did you make me feel? – Jeanne Bliss

Finally, the godmother of customer experience says leaders are starting to understand that business silos don’t unite themselves. This realization has given rise to the role of the Chief Customer Officer, but Jeanne warns that CX teams cannot become another silo, or it will defeat the purpose. She fears what could happen if CX professionals become too focused on the mechanics of CX and lose sight of the meaning of their work.

In her parting words, Jeanne suggests that a missing link has been getting leaders to align their own behavior and messaging to the vision of what they want their company’s brand to be. Covid has force fed the business world with an extra dose of humanity. CEOs are having frank conversations with employees and customers, thinking outside of the box and acting quickly to help improve the lives of their customers. These adaptations have become essential to brand survival, and the godmother of customer experience hopes these attributes will endure beyond the crisis to help elevate and solidify the work. 

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business define customer experience strategy that delivers results, check out her customer experience advisory consulting services or get in touch via email. To hear other episodes of Decoding the Customer, click here.

We’ve all seen it happen. Someone in IT, sales or operations makes a decision about a new product or a process with the best intentions, but the resulting change has a negative impact customer experience. When these things happen, it’s rarely out of malice. After all, no one (or at least we hope no one) goes around intentionally making customer experiences worse.

More often than not, the team that implemented the change just wasn’t thinking about the downstream impact on customer experience. This is bound to happen, because honestly, most businesses are geared to solve business problems. The customer may be the guiding light for CX departments and some executives, but historically that hasn’t been true for all teams. Additionally, the more removed a team is from the customer, the more difficult it can be to draw a connection between day to day responsibilities and customer outcomes.

In this scenario, a little assistance and structure are in order. And a customer impact scorecard is a great tool to for CX leaders to have in their toolbox.

A customer impact scorecard is a rating or evaluation tool that prompts the user to assess how something – be that a change to people, processes or technology – will eventually turn into customer outcomes and if these outcomes are desirable, neutral or adverse. The idea being that a scorecard becomes a quick and easy check and balance to avoid decisions which might inadvertently damage customer experience. It encourages stakeholders to pause and make an honest assessment of the impact on customer experience by moving the thinking from inside out to outside in.

Some organizations already have risk assessment scorecards in place for any business change or major investment, so why can’t the same assessment be done for customer experience? Surely customer experience is just as important to the long-term viability of any business. (And if you’d like to know a little bit more about helping your organization balance business risk and CX, then be sure to check out episode 36.)

It’s important to keep the customer impact scorecard simple and straightforward. The goal is to guide cross functional leaders to consider the customer before they make a business decision, but to avoid creating complex red tape that stakeholders end up resenting.

As shared with listeners at the start of the episode, I’ll be taking a hiatus from publishing new CX Mini Masterclasses for the next few months. The show will be back later in 2020. Keep an eye out for periodic re-broadcasts of favorites from the archive and possible new content from guest contributors.

If you’d like to checkout more of these CX Mini Masterclasses or listen to my longer format CX expert interviews, check out the full listing of episodes for this CX podcast.

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services (including CX strategy, voice of customer and culture change) or get in touch via email. 

Ben Motteram is the Founder and Principal of Melbourne-based CX consulting company, CXpert. With 25+ years of experience working with some of Australia’s most recognizable brands, he has helped many organisations to become more human in the way they deal with customers and employees. Ben assists clients in areas such as CX strategy, Voice of the Customer, and employee engagement. In December 2018, Ben was the only Australian named on a list of global thought leaders to follow on Twitter and his blog has been independently recognized for its insight on all things CX.

Ben Motteram

This episode was Ben’s third guest appearance on the show. If you missed his previous Mini Masterclass episodes on CX Strategy and the Foundations of a Great CX Program, be sure to listen to those.

Check out Ben’s tips for creating a CX Dashboard in this article he wrote for CX Accelerator. It covers many of the same insights shared with listeners in this episode. I’d encourage you to explore the other insights and thought leadership on CX Accelerator, as well as Ben’s blog. Both resources are packed with all sorts of other great gems and CX thought leadership. 

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services (including employee engagement, leadership alignment and CX strategy) or get in touch via email. 

So many experiences now happen in the digital realm. Whether that’s through a website, an app or via social media, most customer journeys have become at least somewhat digitized. And it’s probably safe to say this is becoming an even bigger trend with each passing year. Within that context, CX professionals need to understand how to integrate an understanding of experiences through digital touchpoints into the larger understanding of the overall customer journey. These metrics for digital experiences aren’t new, most of them have been around for a while, often used by digital operations, marketing or user experience teams, but it’s high time that CX professionals harness them as well.

There are a LOT digital experience metrics. It would be impossible to cover all of them in a Mini Masterclass. The following includes a curated selection from different digital touchpoints based on both their prevalence and usefulness in the CX context. 

Footfall and conversion can be difficult to track for traditional in-person experiences. That’s definitely not the case online. From a web context, the key customer high level engagement measures would be page views, session duration and bounce rate. A bounce is any visitor who lands on a page, but doesn’t take any action. (Note: it’s not always a bad thing). Websites and apps can also track detailed behavior flows, or how customers navigate the different pages or actions. These measures are basically the digital equivalent of footfall and conversion, but the context of digital enables CX professionals to get so much more data about how consumers act and what interests them. Often this data can be tracked back to specific users as a way of measuring digital customer experiences over time.

Because many of these measures relate back to the sales funnel, marketing teams are a helpful first port of call if you are looking for website experience data in your organization.

CX professionals should also stay abreast of email marketing metrics, because this touchpoint still plays an important role in customer experience, especially if one is trying to stitch together an entire journey including inbound and outbound communication.  Some of the most popular measures include, open rate, which indicates if people are reading the message, unsubscribe rate, sharing or forwarding rate and the click through rate. This last measure highlights if customers are engaging with any calls-to-action within the message.

Some marketing teams put together timelines of customer engagement across email, text, call and other notifications, which can be very helpful for building a comprehensive customer journey. Of these, the digital touchpoints should yield the most readily available data about engagement. Remember that just because someone received a communication doesn’t always mean they engage with it, but it’s helpful for CX professionals to understand these points of interaction so they can be brought into the bigger picture.

Email can feel old school these days, but it’s undeniable that social media is on the rise as a part of many customer’s digital journeys. The great news is that social media has opened up a whole new world opportunities for measuring digital customer experience and understanding new dimensions of the journey. It can be helpful to understand digital social media metrics or measures through two different lenses, a push and a pull.

Marketing teams love to measure success of their curated content through things like Social Share of Voice, or mentions compared to competitors, the engagement rate relative to total followers, and the applaud rate, which tracks approval actions (likes, favorites and whatnot). These provide a glimpse into customer engagement with an organization’s social media presence and outbound messaging. Social media “push” metrics help CX teams understand possible points of interaction with a brand or where consumers might be getting information about products and services.

Increasingly, social media is also being used to provide service support and even to sell to customers. Standard sales and service metrics or measures like conversion rate, response time, resolution time and first contact resolution can all apply to social media touchpoints, as well as email, messenger or wherever sales and support are offered. Advanced text analytics also provide organizations with the ability to evaluate sentiment and conduct topic analysis to understand trends in the nature of engagement through social media and other channels.

Usability testing metrics are especially important if CX professionals are hoping to understand an app-based experience or a web portal where a customer might go to complete one of their jobs to be done, like paying their cell phone bill or checking a credit card statement. These are great for understanding the digital customer journey after the point of conversion.

Usability metrics are all based on a user’s experience completing a specific task, so they are journey-specific and you’ll need to identify what that task is first. Metrics include task completion rate, which is just what it sounds like. The error rate, or how many times a customer made an error or had to repeat an action. Average time to complete a task is also often gathered. Generally speaking, customers want things to be quick, easy and seamless. So CX teams will want to help their organizations work towards digital experiences that enable quick task completion, with minimal errors and low abandon rates. Digital operations teams should be able to pull samples of this information if they don’t already have some of it on hand.   

If you’d like to checkout more of these CX Mini Masterclasses or listen to my longer format CX expert interviews, check out the full listing of episodes for this CX podcast.

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services (including CX strategy, voice of customer and culture change) or get in touch via email. 

There is a lot of focus on building empathy with customer-facing teams. This makes sense, but we can’t forget that customer-centric culture is about rallying an entire organization around the customer, not just a few select teams. It’s great if employees on the front lines can connect with others, remain in touch with the context of customers’ lives and demonstrate this through their actions. But to maximize the impact of customer-centric culture, those team members who are defining experiences, building platforms or making strategic decisions also need to be able to relate to the customer. CX professionals need to have a multi-pronged approach to foster empathy.

The following 3 activities have been curated with a wide ranging audience in mind. Empathy is a difficult thing to “teach”, so these activities are designed to gently guide people to the “ah-ha” moment where they see this for themselves. Once team members connect with what it means to feel empathy towards another, the next step is to help them apply this to the context of customers and then flex and train this muscle so they know how to use it.

This activity involves explaining a modern object, like a TV, car or cell phone to someone who lived 200 years ago (or 500 years ago or who comes from a different planet). The group should be divided into teams of two. One team member role plays the modern day person describing the object, while the other person asks clarifying questions based on the perspective of someone who lived 200 years ago. After a few minutes, ask them to swap roles and repeat the conversation about a different object.

To wrap up, facilitate a brief group discussion, asking the participants how it felt to put themselves in the shoes of someone who lived so long ago, as well as what it was like trying to explain a normal everyday object to a person who has a completely different context for the world. The idea is to get participants thinking about context of others and what it means to relate to someone with a different perspective on life. During your debrief discussion, connect the activity back to your customer base by asking participants what disconnects might exist between their frame of reference and that of your typical customer.

This activity is quick and easy. It’s a fun icebreaker and can sow the seeds that foster empathy or reinforce the right empathetic mindset.

This activity requires a little bit of preparation, but it’s totally worth it. It’s another great activity for a broad group of participants, and works well for a team offsite or another setting where facilitators have the luxury of time. To prepare, establish several customer personas (if you’re unsure about what customer personas are, be sure to check out episode 40). Next, identify a typical job to be done or customer journey for each persona and a possible hurdle the customer might face.

To facilitate the activity, assemble your group of participants and divide them into teams of 4-5 people. Provide each team with an example persona and scenario. Ask one person within each team to assume the role of the persona. This team member should introduce themselves as the persona and explain their customer journey, as well as the scenario information that you’ve provided. Their team has the opportunity to ask questions and get to know the fictitious example customer before working on a course of action to address the issue they are facing along the customer journey. Depending on the group, I’d suggest giving them anywhere from 10 to 20 minutes to get to know their team persona and discuss an intervention.

To conclude the activity, each team can present their persona and suggested next steps to the large group. During the debrief, be sure to probe with questions about how the team understood and related to the customer’s wants, needs, feelings and expectations, as well as how this influenced their course of action. This activity should not only foster empathy, but also get people thinking about how they can translate an empathetic understanding of the customer to improvements in the customer journey.

When preparing for this, remember that the facilitator should have as many personas and corresponding journey challenges as there are teams. Pro tip: marketing departments sometimes have personas on hand so that facilitators don’t need to build these from scratch.

This activity is truly the Goldie Locks of empathy building exercises. It works with nearly any audience, can be facilitated as a quick ice breaker or a longer activity with the inclusion of an in-depth discussion.

When all participants are present, as them to write down the most ridiculous or outlandish customer request they’ve ever heard. It could be something they’ve heard from one of their customers or something they’ve observed in their own personal experience as a consumer. After they’ve written down their outlandish customer request on a piece of paper, they should pass this to the person on their right, who now needs to come up with a backstory that justifies the seemingly strange request.

The reasoning and backstory can be as outlandish as the customer request itself. It doesn’t matter. The point is to get people thinking about what might have motivated an otherwise bizarre-sounding customer request and then relating to the customer’s situation. The act of understanding another can foster empathy and trigger a totally different emotional response to a situation.

To close out this activity ask participants to turn to the person who gave them the customer request scenario and explain the backstory they came up with. If you have time, select a few participants to share their examples and discuss as a group.

Creating a culture of empathy won’t happen overnight. These activities won’t magically flip the switch on team culture and mindset, but if they become part of a CX professional’s arsenal of employee engagement efforts, they will start to make an impact over time. The key is to be consistent and to help create those “ah-ha” moments, along with subtle reinforcement.

If you’d like to checkout more of these CX Mini Masterclasses or listen to my longer format CX expert interviews, check out the full listing of episodes for this CX podcast.

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services (including CX strategy, voice of customer and culture change) or get in touch via email. 

If you get a group of CX professionals together, at some point the conversation will turn to metrics and measures. It’s inevitable. Largely because metrics and measures are the core of how CX teams validate insights, track their progress, and prove their worth the business. So it should come as no surprise that this is a keen area of interest for continued learning and that conversations on the pros and cons of different metrics have been known to stir up emotions.

Given the importance of CX metrics, the topic has been covered quite extensively on the podcast. At least 7 Mini Masterclass episodes to date have featured topics related to CX metric. It was high time for a round up guide to customer experience metrics, and no better way to mark the milestone of the 85th episode. 

In episode 28, guest expert, CX thought leader and former CEO of the CXPA, Diane Magers, outlines the difference between metrics, measure and business value. These are terms that many CX professionals use interchangeably, but it’s important to clarify what these are and how they apply to customer experience management. No guide to customer experience metrics would be complete without baseline definitions of the key terms. Diane broke down her definitions of each:

For more on this, be sure to check out episode 28.

Episode 31 explored 3 of the most common CX metrics out there, Customer Satisfaction or CSAT, Net Promoter Score, otherwise known as NPS and a newer kid on the block Customer Effort Score. Each one has a unique methodology and brings as different type of insights to the table. Be sure to listen to episode 31 if you want an overview of the 3 juggernaut metrics of the CX world.

Episode 33 was a special deep dive into the pros and cons of Net Promoter Score, as it is undoubtedly the most controversial metric of the bunch. NPS was developed by Fred Reicheld, a notable thought leader and management consultant. The metric was introduced to the world through a Harvard Business Review article, so it caught the attention of executives and helped shine the spotlight on CX, but many CX professionals now feel increasingly shackled to a metric that doesn’t explain the full picture of customer experience, which by the way – no single metric will ever be able to do in isolation. There are many well documented issues with the way that NPS is measured and used.

My professional opinion is that NPS has its place as a CX metric, but only in the right context. It is better suited as a dipstick on customer perceptions of a brand across their entire journey and not as performance measure for customer-facing teams. That recommendation only stands if the right methodology is used, which it’s often not. Check out episode 33 for more details.

One metric used in isolation won’t provide the full picture of an organization’s performance or progress towards customer-centricity. There isn’t a singular guide to customer experience metrics, but it is widely acknowledged that CX teams should leverage a variety of metrics to create a full picture of CX. Episode 32 explores how different metrics and measures can be used in concert by classifying them as leading or lagging indicators and then bringing them together to establish a holistic understanding.

Leading indicators are measures that precede or feed into a customer experience. These should indicate whether or not an experience will be successful. E.g. wait time, processing time, product availability, system downtime, product quality. These are all components that might contribute to customer experience. Leading indicators help predict the outcomes of experiences and many of them can be measured and monitored before experiences even happen. They can be used to proactively intervene when experiences start going sideways and make for great CX KPIs (see more on that below).

Lagging indicators follow a customer experience. These should indicate whether or not an experience was successful. Customer retention and the “Big 3” metrics covered in episode 31 are all examples of lagging indicators. They help us understand “how we did” and are important for monitoring progress or for tracking the impact of customer experience efforts over time. When teams use leading and lagging indicators together, it empowers them take charge of delivering good experiences and then monitor the outcomes.

A guide to customer experience metrics wouldn’t be complete without some ideas on how to put these CX tools to work. Episodes 53 and 73 do just that.

Metrics can be very helpful for driving organizational alignment around customer centric-goals. Episode 53, looked at CX KPIs as an application for CX metrics and measures. The key is to find metrics or measures that connect a team or individual’s day to day responsibilities to customer outcomes. This is generally easier to do for customer-facing teams than those working behind the scenes, but ideally everyone should be accountable to a KPI or two that connects their work back to the customer mandate. For more detail on establishing CX KPIs and potential pitfalls to look out for, be sure to check out episode 53.

CX professionals can get so worked up about metrics, because they’re the way that CX teams prove the worth of their efforts to the business. Episode 73 provides some recommendations on how CX leaders can use those metrics and measures to demonstrate the impact that customer experience is having on the business. Customer experience metrics can be used to highlight efficiency gains, quantify the value of referrals and demonstrate how a better understanding of the customer has led to improved business outcomes. Those are just a few of the recommendations covered in episode 73.

In episode 63, special guest and CX expert Stephanie Thum shared 4 common mistakes with how teams use metrics and what CX leaders can do to avoid these. If you are in the process of setting up a CX metrics framework or are busy reflecting on how you can improve the one currently in place, be sure to check out episode 63. Stephanie covers everything from how to share metrics that you think might make the situation look bad to establishing the right cadence for measurement. Stephanie has become a special ongoing contributor to the show, and ALL of her episodes are well worth a listen!

If you’ve reached the end of this guide to customer experience metrics and are thinking “I’m applying all of the CX metrics best practices, but my executive team still isn’t listening”, you might just be speaking the wrong language. CX metrics carry weight with CX professionals because we understand their value (and pitfalls!). If you want to your message to resonate with business leaders, consider framing CX performance in terms of business results, aka the ROI of CX. For more on this, including how you can leverage existing CX metrics to demonstrate business impact, be sure to check out my Ultimate Guide to the ROI of Customer Experience.

If you’d like to checkout more of these CX Mini Masterclasses or listen to my longer format CX expert interviews, check out the full listing of episodes for this CX podcast.

Decoding the Customer is a series of customer experience podcasts created and produced by Julia Ahlfeldt, CCXP. Julia is a customer experience strategist, speaker and business advisor. She is a Certified Customer Experience Professional and one of the top experts in customer experience management. To find out more about how Julia can help your business achieve its CX goals, check out her customer experience advisory consulting services  (including journey mapping, CX strategy development, experience innovation, leadership workshops and CX ROI measurement) or get in touch via email.