Customer experience (CX) goes beyond measuring the relationship between customers and companies; it is also about quantifying the hundreds of regular interactions and residual memories that influence future behavior. Specific tools like journey mapping and touchpoint management are keys that employees can use to unlock the code for many in-store and in-person experiences. But it’s important for your team to understand the context in which data is being used to make company-wide decisions.
Help Your Team Measure Customer Experience Data More Accurately
The balanced scorecard was initially popularized in the early 1990s as a way for companies to look at varying aspects of the business, from customer satisfaction, to financial well-being to operational outcomes, all in one simple read-out. But the primary problem with the balanced scorecard is that it gives companies a “false sense of data.” When leaders have even small amounts of data, it can be easy to assume they know enough to make aggressive decisions, all based on information with sources they don’t control or fully understand. An “equitable scorecard” (sometimes called a “weighted scorecard”) is an established mathematical process which accounts for environmental and uncontrollable factors in customer experience scores. It can create a relative “pound for pound” benchmark for each individual location of a business, anywhere in the world. When your team understands how to use equitable scorecard techniques, they’ll be able to calculate a more accurate score for any given location by accounting for variables like clientele composition, location, environment and other localized factors. Creating a level playing field within a company establishes trust and motivates teams to drive for higher success.