For many business leaders today, improving the end-to-end customer experience is the number one priority. According to the 2016 Digital Trends Briefing, an annual report published by Econsultancy and Adobe, CX is not just a check box in the CMO’s to-do list: it’s the issue shaping the marketing agenda.
“In 2014, customer experience emerged as one of marketers’ top priorities. In 2015, it dominated that list,” writes Simon Morris, director of demand and content marketing at Adobe Systems Europe, about the report’s findings. “Now, in 2016, it has begun to define other priorities.”
“This is the mark of a real trend, a trend you want to follow.”
Clearly, now’s the time for business leaders to step back and evaluate the way they shape, manage and improve the end-to-end customer experience. A new e-book from Vision Critical can help.
Measuring the end-to-end customer experience
The e-book, The Enterprise Guide to Customer Experience, provides an in-depth look at the various ways companies can provide a better experience. Written by Tyler Douglas, chief sales and marketing officer at Vision Critical, the guide explores the pros and cons of the various methods of measuring customer experience:
- Customer Satisfaction Score (CSAT)
- Net Promoter Score (NPS)
- Customer Effort Score (CES)
- Big Data
- Share of Wallet
More importantly, the e-book explores a smarter approach to CX—an approach that goes beyond measuring metrics and that’s grounded on developing a holistic understanding of the customer. Using case studies from eBay and Airbnb, Douglas provides practical and actionable tips on how companies can win the CX race.
As a bonus: Jeanne Bliss, CEO of CustomerBLISS, author of Chief Customer Officer 2.0 and cofounder of the Customer Experience Professionals Association, wrote the guide’s preface, discussing the rise of customer experience and why, more than ever, companies need to focus on the end-to-end customer experience.
The time to step up your game in CX is now. Get your copy of The Enterprise Guide to Customer Experience.