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The CX Paradox
–	3 Ways Measuring Your Customer Satisfaction Could Actually Damage It –	
SM
The CX Paradox
SM
Introduction
Qualtrics Overview
The CX Goal
The CX Paradox
The Solution
SM
Braydon Anderson Aaron Robison
Brands & Organizations
8K+
of the top 100
business schools
99
Users
2M+
Used In
Countries
90+
The World’s
Leading
Insight
Platform
PROVO / USA
DUBLIN / IRL
SYDNEY / AUS
SEATTLE / USA
DALLAS / USA
Customer Insights
Voice of the Customer Programs
Customer Satisfaction Surveys
Net Promoter Systems
Website Experience Feedback
Employee Insights
360-degree Employee Feedback
Employee Engagement Surveys
Employee Satisfaction Surveys
Exit Interviews
Market Insights
Ad Testing
Concept Testing
Market Research
Academic Studies
All your insights in one place
The CX Goal
SM
to improve the customer experience and drive outcomes
The CX Paradox
SM
sometimes measuring CX can get in the way of a good customer experience
The CX Paradox
Over Surveying Customers
Opt Out Management in Silos
Non-Native Feedback Experience
The CX Paradox Solution
Control Contact Frequency
Respect Opt Outs
Native Feedback Experience
The CX Paradox Solution
Control Contact Frequency
Respect Opt Outs
Native Feedback Experience
feedback has to feel natural
feedback has to be native to the experience
NATIVE FEEDBACK
Twitter
NATIVE FEEDBACK
Twitter
NATIVE FEEDBACK
Citrix
NATIVE FEEDBACK
Citrix
NATIVE FEEDBACK
Citrix
NATIVE FEEDBACK
In-email
surveys
NATIVE FEEDBACK
In-email
surveys
“The feedback experience shouldn’t be longer
than the interaction with your brand”
The CX Paradox Solution
Control Contact Frequency
Respect Opt Outs
Native Feedback Experience

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