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Measuring customer experience: Unlocking the key to customer satisfaction

What is customer experience (CX)?

Customer experience, or CX, refers to a customer’s perception of your brand based on interactions they have with your business—from in-store shopping to a web product search to customer service—and everything in-between. Those experiences drive their opinion about your company and decision to do business with you in the future.

The importance of customer experience in today’s world

The power of customer experience these days cannot be understated. For example, recent research revealed that a customer will leave a brand they trusted after just two poor experiences. Conversely, a consumer will pay 5% more for a great customer experience. Bottom line is customer experience matters. A lot.

In a digital-first world, managing and monitoring CX becomes even more critical. Customers want to be not just seen and heard, but ensure their expectations are met. Great CX can turn a shopper into a loyal customer and will likely refer others to your company.

To reinforce the point, 84% of consumers say experiences are more important than a brand’s product or services. Taking a proactive, not reactive approach to CX will keep you ahead of a potential buyer’s needs: intuitive UX design, responsive customer service, providing on-demand resources and other positive interactions can lead to a positive perception.

The importance of measuring customer experience

Measuring how your customers are feeling and behaving provides the analytics to adjust, realign or take other actions on business and product priorities. Instead of anecdotal evidence or basing decisions on a hunch, companies can rely on the CX metrics to back it up.

Committing to CX measurement also puts you in a proactive stance to attract potential buyers and retain the customers you have because of those efforts.

Ultimately, measuring the customer experience will result in better servicing the customers you have, increased loyalty, more referrals, better brand perception and, of course, revenue growth.

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The need for effective CX measurement

But it’s not enough to measure customer experience; it’s about measuring what matters.

Understand different customer personas: Your potential buyers and customers are not a monolith. Having full visibility into different audiences’ engagement with your brand is critical.

Retain customers long-term: A company needs to know what makes a happy customer and why there is customer churn. Understanding why a buyer bails and identifying and fixing problems can turn things around.

Predict customer behavior: Identifying all of the customer’s brand touchpoints and behavior can help determine how they might interact in the future and drive better conversion rates and additional revenue.

Optimize the customer brand journey: When your business adopts a customer-focused mindset and puts in the work with the right measurements, tools and resources, you’ll have a better idea of how to improve the customer experience.

Key metrics for measuring customer experience

There are three general types of CX metrics:

  • Interaction metrics: What happens during customer experiences.

  • Perception metrics: How a customer feels about their experience.

  • Outcome metrics: What a customer does because of their experience.

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Within those categories, there are two types of measurements. Quantitative metrics like customer satisfaction (CSAT) track data in hard numbers, and qualitative metrics, such as voice of the customer (VoC) surveys, which can be open or closed-ended questions.

CX metrics can sometimes be combined for a more robust view of CX sentiment. For even more powerful insights, monitoring a customer experience across these core metrics through a digital experience intelligence (DXI) platform can yield significantly more powerful and actionable insights (more on that later).

Here are some of the most widely-used metrics:

Customer satisfaction score (CSAT)

Customer satisfaction score provides a numerical score showing how satisfied a customer is with a particular interaction, service or product. Measuring CSAT scores provides a better understanding of which factors affect the customer experience negatively or positively. Often, companies will ask for customer feedback to determine customer satisfaction and whether an agent has adequately solved an issue.

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How to collect and analyze CSAT data

CSAT is measured at the end of a customer survey, using a point scale, and is a leading indicator of loyalty and long-term revenue from a customer. Based on each company’s scoring system, companies classify responses based on feelings such as very satisfied, satisfied, not satisfied or very unsatisfied and their numerical score associated with each.

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Net Promoter Score (NPS)

Net Promoter Score is used to gauge the loyalty and brand experience of a customer. NPS is often calculated based on the response to one question: “How likely is it that you would recommend this agent or company to a friend or colleague?” NPS provides valuable feedback from customers relating to their interactions with your organization. Strong NPS scores go together with positive revenue and business growth.

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Calculating NPS and interpreting results

The scoring for NPS is most often based on a 0 to 10 scale, with 9 and 10 being promoters, 7 – 8 are passive, and 0 – 6 are called detractors. The NPS is derived by subtracting the percentage of customers that are detractors from the promoters. That means a score of over 50 is considered good.

Customer effort score (CES)

A customer’s customer effort score indicates how easily your product solves a customer’s specific situation and is a key predictor of a customer’s loyalty. Similarly to CSAT, there’s no standard system for measuring CES. Some companies use a five-point scale, others up to seven points.

Implementing CES surveys and using the results

The CES uses a single question similar to the following: “On a scale of 1 to 5, did the service make it easier for you to solve your problem?” A score of 5 means strongly agree, and 1 is strongly disagree. Higher CES scores mean better customer experiences. Knowing which customers rated service as 1 or 2 and not having a good experience identifies at-risk customers. It can help efforts to proactively mitigate churn.

Customer churn rate (CCR)

Customer churn rate, also referred to as customer attrition rate, reflects how many of your customers stopped using your products or services. CCR counts the total number of lost customers or the percentage of lost customers within a certain timeframe. Sometimes, the customer churn rate is calculated as a lost business value.

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Reducing churn through CX improvements

Customer attrition can clearly have a negative impact on revenue, not to mention it’s much less expensive to keep a current customer than to gain a new one. Ways to reduce churn include getting feedback early and often, providing great customer service throughout the process (including self-help options like chat) and offering attractive incentives to stay with you, such as a discounted future subscription or free upgrade.

Average resolution time

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Sixty percent of customers say the most frustrating part of customer service is the long wait times and holds. Average resolution time is also known as the meantime to resolution or time to resolve, abbreviated as MTTR or TTR. This customer service metric represents the average time between when a customer issue is logged and when the interaction is deemed “resolved.”

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Balancing efficiency and quality

The faster customer service can resolve an issue, the better the perception the customer will have. Streamlining customer service through CX monitoring and automatic service desk notifications can significantly reduce wait times. And sharing these insights with IT, engineering and other teams involved in technical CX helps boost efficiency in resolving customer issues.

First response time (FRT)

First response time refers to the average time for a customer service agent to respond to a customer ticket. The typical contact center aims for an FRT aligned with their service level. Many call centers aim for the 80/20 rule: 80% of phone calls are answered within 20 seconds. These targets will vary depending on the channel, for instance, phone line vs. chat or other help desk methods.

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Tips for improving FRT

Similarly to TTR, there are ways to speed up response time, but not at the cost of excellent customer service. Rather than hiring more agents, many times system automation, self-service and other digital enhancements can accomplish the same goal more efficiently. When customer service calls are more complex, for example, immediately routing those to advanced help can result in a better customer experience.

Retention rate

Customer retention rate measures a business’s ability to keep existing customers over a period of time and is considered a critical KPI. Monitoring customer retention provides a strong indicator of the company’s CX is working. Typically, businesses aim to reach a customer retention of more than 85%.

Calculating retention rate and interpreting results

Figuring out your customer retention rate begins with selecting the time frame (monthly, quarterly, etc.) Then totaling the number of existing customers at the beginning of the time period. Add up the number of customers at the end of the time period, then add in new customers within that time period. Next, collect the number of existing customers at the start of the time period (S). A high retention rate is correlated with current customers being satisfied with your product and providing an ongoing source of revenue. A low retention rate means customers aren’t sticking around, and you’ll want to find out why.

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Customer lifetime value (CLV)

Customer lifetime value (CLV, CLTV or LTV) measures the total amount of revenue, on average, a business can expect from that customer throughout the duration of the relationship. The longer the customer buys from the company, the higher their LTV is. This metric considers a customer’s revenue value and compares that number to the company’s predicted customer lifespan. CLV is valuable in determining which audience segments to nurture and are most profitable to target, identifies CX positives and negatives and helps reduce future customer acquisition costs.

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Increasing CLV through personalization and customer engagement

Ninety percent of customers are more likely to buy from a business that personalizes their experiences. Imagine how it can impact a current customer. Think recommendations based on past browsing behavior, notifying when their favorite products are on sale (and communicating with them how they prefer over text, email, etc.) Also, closely following their customer journey analytics and behavior can provide an even more personalized experience and increased engagement.

Customer complaint rate

This metric measures how many customer complaints as a portion of your total customer base. It can also be adopted to refer to the number of emails, how many customers you have total or other customized CCR rate formulas for a company. Most importantly, it matters that you're tracking this metric. The higher the number of complaints, the more likely customer loyalty goes down and potential attrition.


(Customer complaints about services or product quality / total number of customer complaints) x 100

Number of complaints / number of transactions × 100.

Turning complaints into opportunities for improvement

While complaints are not ideal, you can turn them into a positive. Beyond fixing the customer issue, it’s best practice to share insights with stakeholders for visibility and potential decision-making, integrate learnings into customer service resources, and reward those customers for their feedback with loyalty discounts, incentives and other perks. Lastly, log issues for accurate record keeping and future reference if and when that problem occurs.

Customer retention cost

Customer retention cost (CRC) is the total cost of retaining a customer. This metric includes all associated expenses, including marketing and sales conversion efforts up to the point of sale, salaries, commissions and benefits for those teams, customer service interactions, training and any other expenses unique to your business. This metric provides the number for you to evaluate pricing, marketing and other costs that are covering that overall price tag.

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Balancing costs and benefits for sustainable growth

There are many costs associated with CRC, that’s why it’s important to have a reasonable balance to determine the customer's worth over time. But it’s always going to be cheaper to keep your current customer than the cost to acquire a new one with opportunities to upsell and cross-sell and gain word-of-mouth referrals.

CRC can help you think about ways to lower your overall costs, accelerate the buying journey and other insights to make the most of our existing customer costs. Conversely, this requires a big commitment and effort on the business side (which may or may not pay off in revenue) and sometimes newer or first-time customers can get overlooked in the process.

Choosing the right metrics for your business

There are many valuable CX metrics that will provide insight into your customers’ behavior, satisfaction and loyalty. But that doesn’t mean all of them are right for your company and define your version of success.

Depending on your type of business, vision, selling model and many other unique factors, what matters for your business will differ from another company—even one in the same industry. The key is to focus on the CX metrics that will result in happy, loyal customers and drive revenue.

There’s likely one key CX metric that matters more than others—whether it’s an established company determining the cost of customer retention or a new company trying to get buyer traction and most concerned with its customer experience score and acquisition.

Always keep in mind that metrics require goals to be effective and should be detailed as a target (e.g. percentage, number, dollar amount) and for a specific time interval (week/month/etc.).

Aligning CX metrics with business goals

CX measurement should also align with your core key performance indicators (KPIs) for financial and business performance. Connecting the dots between CX and business results can validate which CX initiatives to prioritize, make investments in measurement tools and resources, and help ensure buy-in for stakeholder teams.

Here are some questions to ask:

  • Are our CX metrics aligned with the business priorities of the company?

  • Can changes in metrics performance be linked to business outcomes or revenue?

  • Are there measurable results in our CX goals that are leading to better operational, sales or marketing excellence?

  • Are our CX metrics aligning with our brand promise?

  • What was the best business outcome achieved from our CX efforts?

Considering industry-specific factors and customer demographics

Customer experience must take into account industry-specific factors and customer demographics. These two components are critical in your customers’ holistic perception of your brand and their satisfaction.

Industry-specific factors include unique characteristics, challenges and expectations that are specific to their sector. This can also include regulations and standards that directly influence how customers perceive their interactions with businesses.

For example, CX expectations for a luxury brand would differ completely from a fast-food chain. Factoring in these industry-specific norms, the customer experience needs to align with your target audience’s needs and preferences.

Customer demographics focuses on who your customer base is and factors such as age, gender, income level, region and cultural background. These demographic characteristics can have a major influence on how customers engage with your products or services and what they value most in their interactions with your brand.

In broad strokes, a younger demographic might have expectations for friction-free digital experiences, whereas an older demographic might be more comfortable with personalized, human interactions.

Understanding your target customer’s demographics can provide valuable insights into their behaviors, preferences and pain points and provide customer journeys that resonate with different segments.

Together, having a firm knowledge of industry factors and customer demographics embedded into customer experience measurement helps you develop a deeper understanding of how your customers perceive your brand. Ultimately, this helps brands make better informed CX decisions, create more customer loyalty and help lift the brand overall.

Each industry has unique business variables and customers that will affect the overall user experience. And each company within that industry may have commonalities with its competitors, but also differences.

Here are some examples that highlight industry-specific CX priorities:

E-commerce: In a digital-first environment, understanding how customers interact and behaviors on your website and app is everything—conversions can make or break your business. For that reason, e-commerce buyer customer journeys need to be closely measured and optimized, from personalizing campaigns to the check-out process, and tracked continually for improvements and optimization.

👉🏻Check out the report The Transformational Impact of Digital Customer Experience on Retail and E-commerce to learn the challenges retail and e-commerce leaders are facing when it comes to improving the customer experience.

Financial services: Customer acquisition and attrition are challenging for financial institutions. Priorities include smooth onboarding and a seamless journey during transactions to retain customers. Fast, effective customer support is high on the list, too, when there’s an issue, as well as understanding the causes of frustrations and abandonment. Complementing financial services, CX is offering confidence around fraud detection to earn trust and loyalty from customers.

👉🏻Check out the report Digital CX is Transforming Banking and Financial Services to learn the challenges banks and financial services institutions are facing when it comes to digital CX.

Insurance: Insurance agencies are having a tough time meeting CX expectations. In the past, they could get away with focusing solely on delivering an exceptional product. But with the rise of new technologies, that’s no longer enough. Insurance agencies need to focus on delivering a strong customer experience. Customers are looking to file claims or get quotes quickly, right from their smartphones. Giving them the ability to do this can make or break their customer experience.

👉🏻Check out the eBook 5 Proven Strategies to Enhance Your Insurance Mobile App for tips on driving customer loyalty and increasing revenue.

Travel: As one of the most competitive industries, consumers have little patience for travel and hospitality comparison shopping. Most are on mobile apps and want to book a trip fast and friction free, or they’ll go to another site in a hot minute. Understanding their customer journeys and struggles and delivering a seamless navigation experience will turn them into a return buyer.

👉🏻Check out the Forbes and Glassbox report The Leading Edge of Digital Customer Experience for more insights on CX priorities.

Combining metrics for comprehensive CX analysis

Optimal customer experience efforts will often use several CX metrics designed to fit the company’s industry, product or service type and strategic goals.

A CX metric alone can be a strong indicator of customer sentiment, behavior or actions, as each has its own purpose and value. But putting specific metrics together can provide a more comprehensive picture of what the customer is feeling and thinking.

For instance, CSAT and CES provide more indicators of the customer’s satisfaction with a product or service at that moment, while NPS takes a longer range view on the brand in general and their loyalty. CSAT, together with NPS, is one of the most used metrics.

Customer retention rate is often correlated with customer churn since they measure similar data but in different ways. Those two metrics can also be correlated with, for instance, NPS, if there is a sudden uptick in customer churn. It could be linked to an upsell campaign where customers dropped off after a short time and can provide insight for future promotions, as an example.

Using multiple CX metrics together also makes sense when you’re using them for a specific purpose, for example, to better understand a specific segment’s behavior or to monitor a concerning upward trend in customer service complaints.

Combining CX metrics also helps bridge the gap among teams to gain insights into customer behaviors and trends that impact their area of responsibility, such as sales, marketing, engineering and other stakeholders in the customer experience.

You should also be clear when sharing combined metrics with teams about the purpose and how those analytics were achieved. Otherwise it could result in inter-organizational disagreements or cause confusion or more harm than singular metrics.

Implementing an effective CX measurement strategy

CX measurement is a journey, not a sprint. First and foremost, you want to monitor the metrics that matter. What is your customer experience end goal? Your strategy should be based on your business model, customer KPIs, digital strategy, revenue goals and other factors unique to your company. Those will help drive the CX measurements that are worth the effort and investment and have the most long-term impact.

In general, it’s best to develop a cohesive strategy that measures a holistic view. Here are some ways to think about your strategy framework:

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Here are some other considerations in your CX measurement strategy:

Drill down into omnichannel analytics. Your average customer interacts with your brand from three to five touchpoints—it could be your website, social media, digital ad or a retail outlet. But customers view your brand as a connected, continuous experience. Ensure that your CX measurement strategy takes this into account.

Understanding the customer journey will detail the steps a customer takes to complete a sale (or not). Mapping these out will provide insight into demographics, behaviors, struggles, conversions and other analytics that reveal CX measurement metrics that are most important.

4 best practices to create a systematic approach to CX measurement

We’ve outlined four best practices below that you can apply to developing a systematic framework to your CX measurement process.

1. Stay focused on your biggest CX metric: Yes, you should measure a variety of metrics and combine when appropriate for a balanced view of individual customer interactions, brand perceptions, conversions, first response time, customer churn and other key analytics. However, they don’t have equal weight. If you’re a new and growing company and trying to gain new buyers, the focus will likely be on customer acquisition metrics and those CX analytics that support that goal.

2. Be consistent: No matter which interval you’re measuring CX data, use the same time frames, parameters (e.g. website, demographics, etc.) and other variables for a sustained period to see trends and insights. Otherwise, the analytics won’t accurately reflect the reality of what you’re measuring. Ultimately, it will render CX metrics unhelpful to gain key insights or make improvements. Also, share reports at the same intervals so your stakeholders will know when to expect updates.

3. Account for statistical errors: One element that can get overlooked in the haste for quick-turn data is errors that may occur. These can be as simple as a margin of error or a subjective interpretation of a customer’s feedback comments. This is where digital experience intelligence platforms can automatically calculate data and remove the risk. Even better, accurate analytics can be integrated from voice of the customer (VoC) survey analysis and other measurement tools.

4. Make insights actionable: It’s not enough to track and report your CX metrics. Taking action on that data is vital to your customer experience goals. This is where you can prioritize findings by business and other impacts, taking the next steps to improve future results and refine benchmarks as you make progress. This process also drives accountability to the appropriate stakeholders to ensure steps are taken, contributions can be acknowledged, and successes celebrated.

The importance of obtaining a complete view of the customer journey

As we’ve noted, the customer journey plays a significant role in CX metrics. Gaining insights into each stage of the customer journey, challenges and roadblocks can be pinpointed and can take proactive measures to tackle them—before the customer makes that decision for you.

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Survey data shows that companies investing in the omnichannel experience increased from just 20% to more than 80%. And as these consumer experiences on multiple brand channels become more common, companies are redesigning and up-leveling their customer journey mapping. This is helping organizations become more competitive as they work towards an optimized, seamless omnichannel experience.

Utilizing technology and data analytics for CX insights

Sure, a data analyst team could compile various measurement scores from different software and take weeks to crunch the numbers on the overall CX impact. But this is where a digital experience intelligence (DXI) platform does the work for you—and much more.

That’s why business leaders are increasingly turning to DXIs to transform those into richer analytics to track, measure and accelerate CX efforts.

The most advanced DXI platforms include:

  • Easy integration into your current Martech stack to make the most of your current investment.

  • Advanced technology like AI-driven and machine learning tools take analytics further.

  • Built-in collaboration tools so all teams involved in CX efforts can access and utilize insights relevant to their organization.

  • Strong data privacy and compliance standards to ensure all regulations are followed.

​​💡Expert tip: Standalone analytics tools inform you how your customers engage with your website or app, but they can’t provide the context that tells you why. A digital experience intelligence platform provides rich insights that give you a complete picture of what your customers are doing and the critical data to uncover why they’re behaving that way.

With a full suite of digital experience intelligence tools, you can see the full picture of how all of your digital analytics are doing from one place, including:

  • Customer journey analytics: Glassbox’s Augmented Journey Map™, for example, shows you a clear visualization for understanding and optimizing digital customer journeys from different devices—from conversions to struggles and every interaction in between on websites and apps. These advanced insights enable teams to prioritize improvements by business impact and make other UX decisions much faster. These features and others tailored for mobile use are available in mobile app analytics.

  • Session replay is a tool that shows you video-like playback of an individual user’s journey through your website or app. You can see every click, keyboard entry, scroll and mouse movement the user made (or, for mobile users, each tap, scroll and pinch). Analytics provide the why behind the customer behavior and action, revealing bugs, errors and UX design flaws.

  • Heatmaps/interaction maps: A heatmap is a visual representation of what customers are doing on your web page or app, such as where they click or tap, how far they scroll and which elements they look at or ignore. It can provide key data insights into your product’s performance, user behavior and other critical aspects of the customer experience.

Advanced digital experience intelligence platforms also feature:

Involving the entire organization in CX improvement efforts

The worst place for data analytics is in a silo of any type—whether it’s a system or a team. Breaking down silos and unifying team CX work can be accomplished through sharing objectives, metrics, systems and embracing working together for the same goals. Ultimately, everyone will understand the bigger strategy and will be more engaged in the process.

But according to research by Forbes and Glassbox, 63% of business leaders reported that working together and communicating across business functions for digital CX is difficult, and only 22% of CX teams collaborate closely with IT and data teams.

Those companies that do prioritize working across stakeholder teams such as CX, customer service and engineering and other stakeholders overall can get better business outcomes. Teams can identify, prioritize and act on customer feedback more efficiently, and find collaboration points much easier. Ultimately this leads to a virtuous cycle of improvement in your work culture.

The importance of continuously improving customer experience

CX is not a linear path with an ending—it’s an ongoing journey. Ultimately, digital experience analytics empower the business to delight their customers, deliver engaging interactions and make it easy to continue doing business with their brand.

Short-term struggles can be dealt with as they happen, while long-term strategies can be planned based on behavior and actions throughout the lifecycle. Your customer’s expectations will change over time and as your relationship evolves. That’s why it’s important to always be testing, measuring and refining the value of your product, support and other elements of CX to maintain happy customers.

Turning data into actionable insights

This is the point when you enrich teams across the organization with powerful insights, and they can get to work using them. This includes marketing, product development, engineering, customer support and other teams involved in improving customer experience.

Customer marketing: Tracking and understanding behavioral data within your product can help marketers identify new opportunities for cross-sells, upsells and customer advocacy, as well as sources of friction that may threaten retention or renewals.

Product marketing: Product marketers can use CX analytics to ensure alignment between features and messaging, collaborate with sales on revenue opportunities and help address adoption challenges

Product management: PMs can use CX insights to advance product roadmapping, develop new features based on behavioral data, determine sources of friction, identify sources of friction and conduct A/B testing.

Customer support: CX analytics can be the catalyst to address recurring challenges and help agents resolve issues faster. This can be through overall process changes, automated ticketing, increased staffing or other proactive steps to ensure customers have a better experience when they do have an issue.

User experience (UX): Usability, function and design have a strong influence on customer experience and whether users enjoy interacting with a brand or product. To improve those interactions, UX and UI teams can tap into behavioral data to identify sources of friction and continually monitor website and app performance.

Digital application performance: Technical teams can also benefit from keeping a close eye on interactions. CX analytics can support maintenance and troubleshooting by making it easier to spot glitches, bugs, usability and performance issues in web or mobile-based apps—before users notice it themselves.

Identifying CX trends and responding to customer needs

There are two sides of the CX coin: The more advanced the digital experience becomes, the higher expectations customers have. And the better experience you give them, the likeliness they’ll stay a loyal customer, and even refer others.

On the other side, numbers don’t lie. Customers will be loyal—to a point. Expectations are sky high. Once a brand starts to disappoint them, the threshold is very low to move to a competitor.

The good news is that business leaders understand how vital the customer experience is to their long-term survival and are making the necessary investment in digital technology to support that goal. Understanding your company’s specific CX issues is essential to this goal. It also goes back to what your main CX metric is.

Perhaps your company has a stellar reputation for its product, but the customer service support gets poor ratings all too often. This means you need to figure out how to get your customer complaint rate down and your IFT up. Otherwise, worrying trends will start to show up for customer retention.

Another scenario might be a business that gains a high number of subscriptions quickly, but there is a lot of customer churn after the renewal period. There’s a dynamic going on that has to be unpacked and resolved—is it too expensive? Is the product not working well? What is the cause?

These are just a few examples. The ultimate goal is to identify every CX issue, prioritizing the important ones and collaborating across teams to resolve problems and improve your products and services.

Importance of regularly reviewing and updating CX metrics

Once you’ve committed to a robust CX measurement strategy and implementation, you can develop a comprehensive program aligned with your short-term and long-term goals. One area of CX measurement tools that requires careful consideration is a review, reporting and updating those metrics regularly. CX metrics aren’t something that you can set and forget.

Establishing schedules will keep your CX metrics more aligned, accurate and useful for all of your stakeholders. They’ll know to receive and ultimately it will create more accountability for teams to buy in and drive measurable improvements that support your initiatives.

At the same time, for your business to evolve and adapt, you’ll want to periodically review the metrics you’re focused on to see if they should remain the same, revised or even replaced with new measurements to explore.

As new technologies become available, or market conditions shift or other variables influence your customer base, you can also take that into consideration with how and when you’re measuring CX.

One area that will have influence is the product stage. For instance, if your product or service is new, chances are you’ll be checking on CAC analytics a lot more than if you have a more established and consistent business looking at CLV or CRC. As your product becomes more mature, you will likely want to revisit the intervals or metrics measured.

Major business shifts, product upgrades, cross-selling to a specific persona or other moves may impact how you handle your current metrics. You may want to put the spotlight on specific CX measurements before and after the change or layer in new metrics to reveal trends, behaviors, UX gaps or other insights.

Gain insights to unlock the key to customer satisfaction

Glassbox goes beyond traditional analytics tools to provide a complete digital experience intelligence platform. With a deeper understanding of how your customers behave and why, you’ll cultivate long-lasting, positive customer relationships and optimize your customer experience to deliver on your company’s strategic priorities. Learn more by visiting Glassbox today.