Measuring customer experience [Video]

Grant Leboff: Organisations today talk a lot about delivering great customer experiences. How do you begin to measure that and know that you’re doing it well?

Shaun Smith: It’s becoming increasingly easy, because with some of the latest technology, things like text analytics for examples, ways of actually looking at data feeds from social media and using smart software, you can actually analyse all of that and get a very good impression of what customers are saying about you, what the trends are, so it’s becoming increasingly easy.

We all remember the days of those long, boring questionnaires that we used to, and still, complete to some extent, which are fine, but the trouble with those is they are … Usually the drop off rate is quite high, so you’re not really getting the voice of all of your customers. You’re getting the voice of your customers that choose to respond, and that may …