This document discusses customer experience metrics and measurement. It introduces the concept of a "Red Headed Step Child" metric, which refers to a metric that is not well understood or adopted by an organization. Over multiple volumes, it explores how to develop meaningful CX metrics from the bottom up by starting with individual transactions and aggregating data, choosing important metrics to measure, using statistical methods like regression and reliability analyses, combining qualitative and quantitative research, and ensuring metrics drive improvement through closed-loop follow up. The overall goal is to turn CX metrics from a "Red Headed Step Child" into meaningful measures that guide organizations.

2. Welcome to
MultiChoice City

4. strategy
our cx family
customer centric
culture
journey
mapping
customer
insight
organisational
adoption
red headed step child
metrics & measurement

5. how do we
turn this guy

6. Diary of a
Red Headed
Step Child
Volume 1
“One Swallow doesn’t
make a Spring”

7. • build it with a team
• build it to get buy in
• build it like a journey
• outside-in and inside-out touchpoints
a call centre metric isn’t a CX metric

8. bottom up
• start with a single
transaction
• aggregate up for teams,
departments & journeys
• create personal
connections to the number
• choose what’s important
and how important it is

9. write you own rules and don’t break them
• sample size
• sample distribution
• data – decide what’s in and what’s out

11. Diary of a
Red Headed
Step Child
Volume 2
“The Ultimate
Question”

12. rule of three
• satisfaction
• effort
• net promoter
• market
• industry
• transactional

13. composite thinking
• cx is meeting needs
• recommend is an action
• effort is an experience
• satisfaction is a feeling

14. insight
performance

15. what is the ultimate question?
what do you want to do
with the answer?

16. Diary of a
Red Headed
Step Child
Volume 3
“You’ve got a tell”

17. measures that matter
• open rates
• response
rates
• r2
• chronbach’s
alpha

18. Open Rates
regression
“Regression analysis helps one
understand how the typical value of
the dependent variable (or 'criterion
variable') changes when any one of the
independent variables is varied, while
the other independent variables are
held fixed.”
• we all need something
from an experience
• our needs overlap
• experiences are
composites of
these needs
• regression is the
scientific calculation of
importance of these needs
• based on previous trends

19. chronbach’s alpha
• responses will move or
cluster together
• can be calculated as a
performance metric

20. Diary of a
Red Headed
Step Child
Volume 4
“I was bitten by a
radio-active spider”

21. with great measurement comes great responsibility

22. closing the loop
• service recovery
• high 5’s
• managed coaching

23. combo meals
• combine your research tools
• use one in tandem with others
• qual & quant – know the difference

24. it’s a moment to engage
• great surveys close the loop
• great surveys show you care
• great surveys reduce churn

25. Diary of a
Red Headed
Step Child
Volume 5
“But wait, there’s
more”

26. creative & language
do engaged customer answer surveys, or do surveys
engage customers?
• track and follow trends
• not just your brand on survey (monkey)
• great surveys stand out – yours should too

27. never forget your ex
know your customer – that’s
all good and well, but do you
know your employee?

28. time’s up