Observed Signal · Aug 24, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Overvaluing Quantitative CX Research Hurts Customer Experience
This CMSWire article argues that customer experience programs overemphasize quantitative metrics like Net Promoter Score, often at the expense of real customer improvements. It cites Gartner's finding that most CX programs fail to impact business outcomes and notes that NPS is used by two-thirds of the Fortune 1000. The author contrasts a bankrupt retailer's failed metrics-obsessed program with Apple's mixed approach, which combines NPS with qualitative inputs such as retail employee sentiment and freeform customer comments. Ray Iveson of Procter & Gamble and Duracell is quoted saying consumer response does not always align with quantitative measurements. The article calls for CX leaders to focus on what is possible within their organization, understand the customer's 'why' behind metrics, and prioritize action over insight alone.
The article provides strategic guidance on balancing quantitative and qualitative CX measurement, relevant to MarTech practices, but it does not represent a concrete industry-shifting event.
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Key Takeaways & Evidence Grounding
- The article was published on August 24, 2022.
- Gartner announced that most customer experience programs fail to deliver impactful business outcomes.
- NPS is used by two-thirds of the Fortune 1000, according to Harvard Business Review.
- Ray Iveson of Procter & Gamble and Duracell said consumer response does not always line up with quantitative measurements.
- Apple combines NPS tracking with qualitative sentiment data from retail employees and freeform customer comments.
Connected Companies & Entities
4 Entities mapped“Gartner recently announced most CX programs fail to impact business outcomes that matter....”
“Apple, for example, takes a mixed approach. They keep tabs on NPS (quantitative), but they also capture more subjective data, such as sentim...”
“Customers are happy to pay more for your product if you are providing good customer service, and 80% feel that the experience offered is jus...”
Ontology Mapping & Concepts
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