The real value of customer experience (CX) programmes is not in gathering customer feedback, but in putting the voice of the customer to work. While there was never a positive return on investment (ROI) for simply measuring satisfaction (no more than there is a positive ROI for taking your temperature when you are sick), today’s cost/bene t driven environment has made the need for meaningful action even more acute.
Most organisations invest in measuring customer experience and satisfaction with an expectation that the insights derived will lead to product and service improvements and better customer experiences. Unfortunately, far too many organisations simply hand customer feedback to managers with instructions to “use the results to take action.” The consequences? Quite often, no action is taken and the anticipated improvements in customer experience fail to materialise.