Matching Measurement and Metrics in CX Innovations

Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 

Author Bio

Last week, I had the pleasure of joining 50 CX professionals at our seminar “Next big thing in measurement and metrics: Harness the power of CX innovations”. We were very lucky to have this event hosted by our client, Be The Match, in their state of the art offices in Minneapolis. Joy King, Executive Director of Be The Match Foundation and Linda Abress, VP of Donor Services kicked off the event by explaining the Be The Match organization, which matches patients requiring a bone marrow transplant with donors. They also explained how easy it is to join the registry and specifically called out the need for men between the ages of 18 and 44 to join.

One of Be The Match’s biggest challenges is ensuring that those that join the registry follow through with the marrow donation if they receive the call. This is why the organization is keenly focused on the donor experience and is always trying to make improvements based on the feedback they receive through their VoC program.

In addition to hearing from Linda and Joy, we also were joined by a bone marrow donor and a recipient. Having them on stage helped bring the foundation’s mission to life. This is an important cause that Confirmit is proud to support and during the program, we presented Be The Match with a $5,000 donation to support their efforts.

Following the presentation by Be The Match, Maxie Schmidt, Principal Analyst from Forrester Research Inc. and author of the recent report, “The Forrester Wave™: Customer Feedback Management Platforms, Q2 2017”, jumped into her presentation called “How Metrics Drive Customer Obsession (Or not)." Maxie took us through a few examples such as Ally Bank, Ingredion and Pitney Bowes to illustrate how to evaluate your current CX metrics to ensure they are focused on the customer life cycle rather than solely on operational goals. She then walked us through the steps to create and maintain employee engagement in CX metrics to ensure the longevity and success of our programs.

She also encouraged the audience to rethink how they are measuring customer engagement. Have you had a look to see how many of your customers are giving feedback or how many are involved in product/service ideation or creation? If not, those two metrics could give you a new view into how engaged your customers truly are. Metrics like NPS® only measure the satisfaction of those that are responding to your surveys, but the non-respondents may provide more accurate insights into your performance.

We then shifted gears and invited four CX experts to have a panel discussion lead by Shelly Chandler, VP of Consulting at Confirmit. She was joined by Jared Anderson, of Carlson Wagonlit Travel, Rob Reul, at Isometric Solutions, Michael C. Smith from Be The Match, and Jaclyn von Oven, Director of Best Buy. The panel shared best practices and guidance regarding innovative approaches to metrics and measurement as well as data collection and analysis to support more advanced voice of the customer programs. One simple but important reminder that came out of the conversation was to look at NPS alongside key driver data to create a more holistic view of the customer experience.

To close out the event, we discussed how to effectively measure improvement or change in the key touchpoints that are identified during the customer journey mapping process. This conversation was lead by Shelly Chandler and Jim Tincher, Journey Mapper-In-Chief/UofM Instructor, but we had a lot of great participation from the audience, sharing their experiences and challenges as it relates to measurement and metrics.

Finally, Patrick Meighan, VP at Confirmit, recognized Jean-Noel Li of Canada Goose for their recent ACE Award win! Jean-Noel was presented with a certificate and the audience responded with an energetic round of applause. Congratulations again Jean-Noel and team!

And what would an event in Minneapolis be if we didn’t conclude with a trip to Fulton Brewery to enjoy some of their local beer and delicious food catered by a neighborhood hot spot? This was a great day of networking and knowledge sharing and I encourage you to look for other events we’re hosting around the world so you don’t miss out on this great opportunity. Thank you again to Be The Match for hosting and please consider joining the donor registry.


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