The Problem
# Customer Experience Data and Reporting Clarity
Organizational KPIs are created to understand progress on key initiatives and to track financial goals, but with time they can quickly become congested and hinder data analysis. At a leading global retailer, a reorganization brought together the disparate voice of customer (VoC) teams into one large insights unit. As the teams integrated, it became clear that their data capture and reporting mechanisms needed to be reconciled. They also recognized that the volume of customer experience (CX) metrics had reached a point of saturation and jeopardized their ability to help product teams address customer pain points.
The Approach
# Establishing a Framework for Measuring CX
Propeller was brought in to help establish a measurement framework that would aid their ability to illuminate moments of friction across web, mobile, and retail touchpoints. The team conducted stakeholder interviews to understand business objectives and organization barriers, benchmarked existing metrics against industry-leading indicators, and delivered a framework and dashboard prototype that provided quantitative signals for analysts and researchers to further investigate. The team also delivered a set of recommendations and a roadmap for the insights unit to grow in its organizational maturity by setting up a strong data foundation.
# Services Provided
- Customer Research
- Service Design
- Experience Insights
- Process + Tool Optimization
- CX Roadmap
Value Delivered
# The Tools for Successful Implementation and Future Growth
One of the biggest breakthroughs was helping the team clarify its span of control over CX metrics. The final handoff included an experience score comprised of seven new experience metrics, a reporting template (by channel and service), and an activation plan consisting of 11 workstreams to support the implementation of the new framework.
7
New experience metrics introduced
11
Workstreams activated to support implementation
