02 — Capability · BC-460.20
Experience Measurement
Hear from customers after interactions and over the relationship, connect what they say to what happened, and follow up with the ones who told the organization something was wrong.
- Voice of the Customer
- VoC
- Customer Feedback Management
In scope
- Relationship and transactional survey programs
- Unsolicited feedback from reviews and social and contacts
- Closed-loop follow-up with individual customers
- Experience analytics linking feedback to operational data
Out of scope
- Research with prospects and the wider market (see BC-410)
- Agent quality scoring inside the contact center (see BC-450)
Decomposes into · 4
- BC-460.20.10Experience Metrics FrameworkChoose the few experience measures the organization steers by, define how each is calculated, and tie them to the business outcomes they predict.
- BC-460.20.20Feedback CaptureCollect survey responses, reviews, ratings and comments at the right moments and channels without surveying the same customer to exhaustion.
- BC-460.20.30Closed-Loop Follow-UpRoute individual negative feedback to someone who contacts the customer, resolves the issue and records the outcome within a set time.
- BC-460.20.40Experience AnalyticsCombine feedback text and scores with operational and journey data to find which drivers move the measures and where to intervene.