The Metrics Gap

The Metrics Gap

Though companies have plenty of customer satisfaction and agent performance data available to them, most don’t have a comprehensive strategy for customer experience (CX) analytics. In some cases, CX leaders gather customer feedback, but their efforts end there—they do no analysis or take any action based on that feedback. In other cases, they go a bit further and do some analysis, but no action ensues from what their data tells them.

Nearly three-quarters of companies are suffering from a Metrics Gap, meaning they are falling short on adequately measuring and using key data points that could dramatically improve the customer experience they deliver. In short, they are missing opportunities, wasting precious resources to gather unused data, and potentially damaging customer relationships.

To fully benefit from customer—and agent—data, CX leaders must adopt a lifecycle approach toward identifying metrics, gathering the data, analyzing it, and taking action. At this point, only 26.2% of companies have adopted such an approach, according to Metrigy’s Customer Experience MetriCast study of 1,846 organizations globally.

In addition to adopting a lifecycle approach, organizations must build a strategy that encompasses both agent analytics or Key Performance Indicators (KPIs), as well as a variety of data from Voice of the Customer (VoC) tools and techniques.

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