Measuring and Managing Customer Experience (CX): What Works and What Doesn’t

Janet R. McColl-Kennedy () and Mohamed Zaki ()
Additional contact information
Janet R. McColl-Kennedy: University of Queensland
Mohamed Zaki: University of Cambridge

A chapter in The Palgrave Handbook of Service Management, 2022, pp 729-744 from Springer

Abstract: Abstract This chapter outlines key conceptualizations of Customer Experience (CX) and commonly used ways customer experience is measured, pointing out the advantages and limitations of the methods and metrics. There is no doubt that customer experience is important to both customers and organizations. However, the ways customer experience is measured by a large number of organizations globally has severe limitations at best, and at worst, the results are misleading. Customer satisfaction measures and the Net Promotor Score (NPS) have been used extensively to measure CX. In this chapter we show that NPS can be very misleading with organizations believing their customers are happy when clearly they are not. Relying on quantitative scores alone can result in significant financial losses for firms. We outline the latest thinking on CX measures demonstrating better ways to measure the customer experience over time and in real time. The chapter also discusses the importance of touchpoints and emotions expressed by customers across their journeys at the various touchpoints and the need to understand touchpoints from the customer’s perspective. We demonstrate how Artificial Intelligence (AI) can provide organizations with deep insights into what customers really think and feel and identify where the problems are, as well as the root causes, to assist organizations address problems and provide great customer experiences.

Keywords: Customer experience (CX); Customer experience metrics; Artificial Intelligence (AI); Text mining; CX conceptual framework (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-91828-6_35

Ordering information: This item can be ordered from
http://www.springer.com/9783030918286

DOI: 10.1007/978-3-030-91828-6_35

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().