Building a connected measurement framework: The answer to measuring success for your experience business
As businesses become more customer-focused, measuring the effectiveness of the customer and user experiences has become as integral to determining business success as revenue.
According to the Adobe 2023 Digital Trends Report, 89 percent of executives recognise the necessity to readjust goals and metrics to align with changing customer and business expectations—but are struggling to do so.
This ongoing struggle and the need for continuous adaptation highlight the importance of achieving greater clarity when defining and measuring success.
Shift from a multichannel to an omnichannel strategy
For organisations that want to build and drive a value realisation strategy for their business, it is critical to track, measure, and analyse the complete spectrum of performance of the organisation and then optimise each department for the digital age.
While you may have access to multichannel customer data and team performance metrics, viewing them together may help you derive invaluable business insights—essential to building a true experience business.
Move beyond regular metrics. Measure more
Let’s understand why integrating and tracking customer experience (CX), business, and team operations metrics is critical to measuring the effectiveness of your digital strategy and how you can integrate these metrics with your KPIs to build a holistic measurement framework.
- CX metrics measure the experience customers have with a business, brand, or product. These metrics are key to understanding the quality of experience you provide to your customers and are often referred to as the Voice of the Customer.
According to the report , 89 percent of senior executives also believe customers are constantly resetting their expectations to match their best omnichannel experiences. Tracking standard metrics, such as clicks and engagement will not suffice. It’s important to also move towards tools and processes that enable you to track and obtain a holistic omnichannel CX view .
Use an analytics solution that provides real-time insights into how customers interact with your websites, applications, and other digital channels, and allows you to create customised dashboards and reports that provide timely, actionable insights to you and your teams.
Doing this is critical to understanding how your customers think, feel, and engage across channels and touchpoints. These metrics include calculating the net promoter score (NPS), customer satisfaction (CSAT), and customer effort score (CES). The CES is particularly relevant if you offer self-service options to your customers.
Amazon is known for its customer-centric approach, and its success is partly attributed to its emphasis on CX metrics. By measuring customer satisfaction, purchase behaviour, and feedback, Amazon has continually improved its omnichannel customer experience—resulting in high customer loyalty and increased revenue. - Business metrics measure the financial impact of CX and user experience (UX) efforts on the business, helping you understand the value of your investments in CX and UX. These include revenue, conversion rate, and customer lifetime value (CLV).
Spotify is a perfect example of how business results metrics and UX work hand-in-hand to optimise experiences. They utilise CLV and revenue data to optimise their music streaming services. Through personalised playlists, tailored recommendations, and an intuitive interface, Spotify enhances user engagement by driving longer listening sessions and increases revenue from premium subscriptions and ad-supported models. - Team operations metrics help measure the efficiency of teams responsible for driving CX and UX. These metrics can help you optimise your team's performance, create more effective workflows via applications like Adobe Workfront, and ensure you deliver the best possible experiences. KPIs include speed to market, time to resolution, response time, and first contact resolution (FCR).
FCR measures the percentage of customer inquiries or issues that are resolved on the first contact with a team member. This metric is particularly relevant for customer service teams and organisations built on the efficacy of this function, like Airbnb.
Airbnb utilises team operations metrics to enhance its overall CX which has played a critical role in driving its success story. Their customer support team focuses on responding promptly to guest and host inquiries, to provide timely resolutions. This commitment to resolving issues effectively contributes to a positive experience, strengthens trust in the platform, and drives revenue through increased bookings.
To drive similar use cases in your organisation, you need a solution like Adobe Customer Journey Analytics that provides an end-to-end view of your customers’ journey through rich visualisation, reporting, and optimisation capabilities. Its machine learning and predictive analytics capabilities can help you pre-empt your customers’ behaviour and anticipate their needs. This can help you proactively improve the customer journey and team operations rather than reactively fixing issues after they occur.
Finally, it’s time to unlock value.
Across the APAC region, Adobe experts have worked with brands to enable them to drive a variety of success stories and innovative use cases. By integrating CX, business and team operations metrics into their technology implementation and digital strategy, these customers have created new experiences and reimagined operations to unlock value faster.
Technology is just one part of the puzzle. Our digital strategists and business consultants help organisations build a better measurement framework by understanding their business goals, identifying relevant KPIs, defining data sources and governance policies, connecting the customer journey, implementing measurement tools and technology, and providing ongoing measurement and optimisation best practices.
Contact us to better track and understand the impact of your digital initiatives and how to use these insights to i mprove your CX and drive superior business outcomes.