How is CX measured in 2022? - CEE 2022 - Value & Values

How is CX measured
in 2022?

The Six Pillars

We have been measuring The Six Pillars of customer experience for thirteen years. Derived from millions of customer evaluations of thousands of brands, we have empirically found that they describe customer experience excellence.

The leading firms demonstrate mastery of these pillars and are deliberate and purposeful in the experiences they create.

Integrity

A strong sense of societal and environmental purpose has become the defining characteristic of leading companies.
What the company stands for and how its existence makes a difference to the world have become very important areas for communication to customers.

Resolution

Detecting, resolving, and removing customer pain is a prerequisite for excellent customer experiences and is fuelled by outside in thinking.
Deeper understanding of customer lives is required to locate pain points and drive more holistic experiences aimed at prevention rather than reaction.

Expectations

User-generated content, influencer marketing and best in class experiences are constantly setting and resetting expectations.
The rapid advance in technology is stretching the boundaries of possibility and therefore making expectations more fluid than ever.

Time & effort

Companies have focused on creating frictionless processes, but attention now is expanding to look at “cognitive load”.
AI and new technologies are making it simpler to remove cognitive load for customers by doing the thinking for them.

Personalisation

Customers expect highly personalised experiences every time they engage with a business, and they already know that businesses have tools to achieve this.
Companies have become adept at leveraging real-time customer data such as their website behaviour, search results, purchase history, most active times, and past interactions.

Empathy

Humanising customer experiences is one thing, but being able to maintain a brand’s unique personality throughout the customer journey when much of it is mediated through technology is considerably more difficult.
Brands must ensure they deliver on both to leave a lasting impression.