My colleague Megan Burns and I have just published our new report "Executive Q&A: Customer Experience Measurement" in response to all the great questions we’ve been getting about measuring customer experience. To measure customer experience (CX), firms need a framework that tells them not only how good their customers' experiences are but also how to improve them and what benefits to expect from doing so. Increasingly, companies are developing such a framework despite facing sometimes-major obstacles.
This report answers some of the most common questions customer experience professionals agonize over when it comes to CX measurement.
One of those questions we are often asked is, “What does it mean to measure customer experience?” Here is the answer. Forrester defines CX as: how customers perceive their interactions with an organization. Therefore, fundamentally, to measure customer experience is to measure customers' perceptions of their interactions with a firm.