Linking the Voice of the Customer to Business Results

Often customer feedback is used to measure the effectiveness of CX activities. Although overall satisfaction and willingness to recommend are well suited for target setting and for measuring contact point performance over time, they are only values that reflect customer perception.

However, the ultimate benefit of CX can be measured by the extent to which positive customer experiences lead to better business results. To provide this evidence, it is necessary to bridge the gap between customers’ feedback and their actual behavior.

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