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What "success metrics" do you recommend for managing the Customer Experience?
A client is implementing a CRM solution, with a high-level goal of Improving the Customer Experience.
What metrics have you seen used successfully, or do you recommend, to track and manage the ROI for a CRM project?
Thanks in advance, for your insightful response!
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2 Answers
As we already track the standard Customer Satisfaction and Net Promoter statistics on our customer base, we're now working on the development of a Customer Engagement Index to help us better understand the current level of engagement a customer has with our products and services at any point in time. Using this index, we can also see where any customer needs additional guidance on the core functionality of our product and coach them to use to the fullest capacity.
Over time, deeper engagement (we believe) will gain us more share of wallet, longer tenure, and more referrals!
@Jim, you probably know all there is to know about this, but in case you do not.
In the '90's before Net Promoter became defined as we know it today, there was a disagreement between the authors.
One loss to us as practitioners was the loss of what was called "Customer at risk analysis". the partner to the precursor of Net Promoter, is a man by the name of John Goodman at TARP (and, no: definitely not the troubled asset, etc).
This is one adjunct to the questions of willingness to refer and intent to repurchase. It allows you to stack rank issues, quantify them and then repair them based upon value to customer and company. hope that helps. best, nick
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