The last two years have seen a transformational shift towards designing and delivering exceptional customer experiences.  In fact, it’s one of the primary pillars of digital transformation for companies who’ve realized that “business as usual” is no longer an option.

Just paying attention customer experience doesn’t help: organizations also need to know how to distinguish which experiences are more effective than others.

But before we look at approaches to measure Customer Experience (CX), we’d like to start with a question: Who owns the CX in your company?

It’s all about marketing, right?

Customers often equate brands with experiences, so it seems simple to conclude that it the Marketing function owns Customer Experience. Indeed, discussions focused on CX piece of digital transformation often revolve around offerings, promotions, and marketing campaigns.

However, this isn’t entirely true. Effective CX programs are possible only when silos are broken down and different functions work together to deliver a seamless CX.  After all, who care about how great an interface looks if the product you’re selling is out of inventory? Marketing is just one piece of the puzzle; supply chain, customer service, retail operations and every single potential channel is a partTS485874352_153_web of the CX.

Measuring experiences

So, if Marketing doesn’t own CX, we cannot count only on CSAT scores or NPS scores to measure effectiveness. Instead, we need a basket of metrics covering all involved functions.

To illustrate; let’s assume our product is a Fitness Tracker. Our potential customer experience journey starts from a prospective customer searching for a product to becoming an advocate.


Metric selection is specific to the function and interaction within the CX Journey: KPI tracking and reporting should be designed for the responsible organization function of the journey.

But remember, measurement is never an end in itself; it is imperative to use this feedback as an input to a continuous improvement of Customer Experience program. This selection of metrics should be resolved at the design stage of your Customer Experience creation; for you cannot deliver a cutting edge CX without establishing baseline metrics.

How are you measuring your Customer Experience program? Please share in the comments below – we would love to hear about your journey!

Ankur Mehrotra

Ankur Mehrotra

Ankur is a Customer Experience and Digital Marketing Consultant at Cognizant Germany where he collaborates with customers to enhance and optimize their... Read more

  • Hitesh Parekh

    In the current generation we are living in, customers opt to use social media more often to stay connected. It is not bad to take advantage of this trend. By creating social media accounts, you can keep track of your customer complaints, feedback, and even reviews that will definitely help in improving the business.