Managers need new measures for the new experiences they’re creating. Fortunately they can use social and unstructured data to measure the holistic customer experience performance over time, based on direct and unfiltered feedback from customers.

1. | Copyright © 2015 Tata Consultancy Services Limited
Is the New Experience Working?
How to Measure Success
Lisa Fairbanks, Lead – Customer Experience Strategy and Insight
Global Consulting Practice, TCS
November 2015

2. Traditionally, companies
undertook market
research on a quarterly
or annual basis.
The ease with which
customers can switch
brands means businesses
need to continually
monitor their changing
expectations and adapt
accordingly.
The key to success is
knowing what to
measure, how often, and
the best sources of data.
Customer Experience, 2015
Introduction: Market Research

3. Each customer segment
will have different
behaviors, engagement
criteria, and loyalty
drivers.
For actionable insight,
companies need to
segment their customers
and monitor the specific
Key Performance
Indicators (KPIs) by
segment.
Customer Experience, 2015
Identifying Audience Segments

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Companies must analyze
social data and
benchmark customer
experience criteria for
each segment.
After identifying the
criteria, companies need
to group them into
logical themes.
Recognizing themes that
drive customer
experience will help
companies determine
which theme to monitor.
Read MoreCustomer Experience, 2015
Identifying Themes

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Determining where and why expectations are met, or missed, for each theme is
critical to the measurement of meaningful KPIs.
Read MoreCustomer Experience, 2015
Determining Actionable KPIs

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Companies need to find
the right data sources for
customer experience
KPIs.
There are multiple data
sources: internal data,
third-party data, primary
data, and social and
unstructured data.
Of the four data sources,
social and unstructured
data provide the greatest
opportunity for insights
into CX performance.
Read MoreCustomer Experience, 2015
Determining Data Sources

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To normalize data
gathered from multiple
sources, companies have
to map each source back
to the KPIs.
If a source doesn’t
provide accurate or
meaningful data, then it
must be removed from
the data set to avoid
skewing true
performance.
For example, social
media comments better
reflect customer support
experience than surveys.
Read MoreCustomer Experience, 2015
Normalizing Data Sources

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The next task is to
monitor and report on
KPIs at the correct
frequency for the
business.
For example, a major e-
retailer, whose CX theme
is related to seasonal
order processing, may
report annually. If a bank
can only make quarterly
changes to its ATM
systems, it may report on
KPIs quarterly.
Companies should aim to
respond faster—to
become more agile—and
increase reporting
frequency.
Read MoreCustomer Experience, 2015
Determining KPI Measurement Frequency

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Comparison to
competitors will help
businesses identify where
they’re losing out.
Companies must identify
and closely monitor the
key themes that cause
customers to switch from
one brand to another.
Read MoreCustomer Experience, 2015
Competitive KPIs

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To ensure that KPI
reports are created and
reviewed frequently,
companies should apply
the Responsible,
Accountable, Consulted,
Informed (RACI) matrix.
RACI will help identify
those responsible for
delivering reports on a
timely basis.
Read MoreCustomer Experience, 2015
Assigning Ownership

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Monitoring performance
indicators and delivering
quality customer
experience are crucial to
all companies.
Businesses can make real
progress in attracting
new customers and
creating long-term
loyalty if they tap social
and other unstructured
data to measure
customer experience.
Read MoreCustomer Experience, 2015
Conclusion: Measuring CX

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