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The Future Of CX MeasurementAdvanced Level: Measurement Practices For CX Transformation

by Maxie Schmidt-SubramanianDecember 3, 2018

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Key TakeawaysThree Trends Are Changing The CX Measurement LandscapecX measurement programs face an uphill battle as companies struggle to get customers to respond to old-school surveys. at the same time, customers interact in new ways that current measurement programs aren’t tapping into. fortunately, companies can turn to modern technology to boost cX measurement analytics.

CX Transformation Leaders Must rethink How And Where They Collect CX Measurement DatacX transformation leaders need to make surveys more engaging, visual, and conversational. They should follow their customers to new interaction channels when they solicit feedback. They should also mine data sources where customers already express how they feel about experiences.

CX Transformation Leaders Must Drive More Action With Upgraded AnalyticscX pros who want to drive action should work with customer insights (ci) professionals at their firm to upgrade their analytics to be more predictive and prescriptive.

Why read This reportThree trends are disrupting how companies measure customer experience (cX). These trends make it imperative for companies to innovate — or face the certainty that even their advanced cX measurement programs will break down over time. This report shows how cX transformation leaders can modernize surveys, tap into new sources of cX measurement data, and upgrade cX analytics to drive more action.

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Table of contents

Three Trends Are Changing The CX Measurement Landscape

Innovate Your CX Measurement Program

Modernize Surveys

Tap into More Sources of Measurement Data

upgrade To analytics That Drive action

Supplemental Material

related research Documents

elevate and Scale your cX Measurement Program

establish a cX Measurement Program in Seven Steps

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The Future Of CX MeasurementAdvanced Level: Measurement Practices For CX Transformation

by Maxie Schmidt-Subramanianwith Harley Manning, amit Bhatia, faith adams, amelia nickels, and Shayna neuburg

December 3, 2018

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The Future Of CX MeasurementDecember 3, 2018

© 2018 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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Advanced Level: Measurement Practices For CX Transformation

Three Trends are changing The cX Measurement Landscape

companies need to innovate their cX measurement program in order to remain relevant and effective. That’s because of three trends that are disrupting how companies measure customer experience:

› Today’s empowered customers reject old-school CX surveys. Typical surveys are neither easy to complete nor engaging. What’s more, customers aren’t motivated to complete them because they don’t believe their feedback will make a difference.1 That’s why it came as no surprise when cX leaders we spoke with told us that their response rates are declining, especially among younger customers. for example, an investment firm found that Millennials’ response rate is 8 percentage points below average.2 Some firms even predicted that soon they won’t be able to use surveys to collect feedback affordably.3

› Customers interact in new ways that measurement must tap into. Mainstream measurement solutions struggle to evaluate experiences across a myriad of rapidly growing new touchpoints. for example, conversational interfaces are on the rise.4 already, customers can interact with more than 100,000 facebook Messenger chatbots.5 What’s more, voice is starting to replace typing for online queries: Twenty percent of mobile queries were made via voice in 2016.6 Plus, customers increasingly use videos and photos to interact both with each other and with brands. Mary Meeker’s 2016 report showed that video use on social media grew five times, and the number of photos shared on the internet exceeds 3.5 billion daily.7

› AI-related technologies offer better ways to measure, analyze, and predict. artificial intelligence (ai) and deep learning have caught on because of the availability of cheap, scalable computing power; the availability of labeled training data; and the popularization of open source frameworks for deep learning.8 companies are experimenting with these approaches because they boost the speed and accuracy of text analysis and predictive analytics. ai and deep learning also make analysis of new forms of feedback — like images and videos — possible at scale and with high accuracy.9 and they allow users to interact with analytics systems in natural language.10

innovate your cX Measurement Program

Given these trends, cX transformation leaders need to innovate cX measurement practices. They need to:

› Modernize surveys.

› Tap into more sources of measurement data.

› upgrade to analytics that drive action.




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Modernize surveys

for Luis angel-Lalanne from american express, the challenge is clear: “i keep reminding people that customers are doing us a favor. We need to make surveys shorter, simpler, and more engaging.”11 cX leaders looking to modernize surveys should plan to:

› Create visual and personal surveys. voc vendor customerville’s designers create highly visual and experiential surveys that let respondents relive experiences to trigger memories and make the interaction more personal and engaging (see figure 1).12 on average, their clients have seen a four- to six-time increase in response rates with these surveys and have received customer compliments like “i love your surveys.” alaska airlines found that 20% of the feedback the firm receives in its alaskaListens program now comes from customers who voluntarily go to alaskaListens.com to fill out a survey, unprompted by an invite.13

› Turn surveys into conversations. vendor Wizu offers a website or mobile-based survey interface that looks like the dialog box customers are used to from text messaging and chat sessions (see figure 2).14 firms can script a set of structured questions to display in this format using self-service tools. Some vendors take this type of interaction a step further, going beyond scripts. vendors like inMoment use real-time text analysis to identify topics and sentiment as customers type answers into survey questions. While the customer types, the tools can create free-form follow-up questions that prompt for more details. retailer express uses inMoment’s active Listening in surveys about its in-store experience. in the six months after the implementation, it saw a 33% increase in survey volume and a 37% increase in comment length versus the same period the year before.15

› Ask customers to include videos and images in survey responses. it’s much easier for customers to send a firm an image of a damaged product than to describe it in writing. at the same time, images and videos make a visceral impact on recipients and give additional important context. for example, firms can learn how customers and their environment look or how customers express themselves when they speak as opposed to write. This is even more of an opportunity for companies that provide surveys on mobile devices because customers have a camera and microphone literally on hand. That makes responding extra convenient compared with typing on a tiny screen. customer feedback management vendors like confirmit and inMoment even let clients create and share video reels.16

› embed microsurveys in customer workflows. DePuy Synthes companies uses vendor Pulse insights to capture insights in real time with microsurveys — short, timely, targeted survey questions, embedded in the customer’s workflow.17 for example, to inform website changes and enhancements on its consumer website for knee injections, the firm asks questions like “How well did we communicate the benefits?” as consumers browse the benefits section (see figure 3).




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FIGUre 1 alaskaListens uses visually appealing, Personal Surveys created By customerville

Source: Customerville

Images triggercustomers’ memories.

A personalized follow-up questionshows the image of the person whoowns this process in the organization.

Source: Wizu

FIGUre 2 Wizu’s Survey emulates a chat experience




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FIGUre 3 DePuy Synthes companies’ consumer Website uses Microsurveys To Measure cX

Source: DePuy Synthes Companies website

Tap Into More sources Of Measurement Data

cX transformation leaders should follow their customers to new interaction channels when they solicit feedback. and they should mine data sources where customers already express how they feel about experiences. To do that, cX transformation leaders should:

› Insert feedback requests into conversations. vendors like Smooch.io’s chatform.ai and surveybot.io let cX pros program surveys that they can distribute via messaging apps.18 feedback vendor Geckolyst offers a chatbot to its telco clients and launches a chat-based survey as clients finish a chat with their telco provider (see figure 4). The firm’s clients found that a large share of customers who were prompted completed those surveys.19 and voc vendor rant & rave created an integration with amazon alexa that will be available within a brand’s alexa skill so that customers can give feedback about the brand by talking to alexa.20

› replace surveys with unstructured text data. When Health care Services corporation (HcSc) embarked on an initiative to be easier to do business with, it evolved its voc program to move away from surveys and instead base it on call center agent notes, social media posts, and secure email messages to and from customers.21 using text analytics from clarabridge, HcSc analyzed these sources to identify not only when and with what customers were struggling but also why.22




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› Mine customer service chat transcripts. chatbot and natural language recognition vendor nuance communications works with clients to mine transcripts of customer interactions with nuance’s chatbot using text analysis.23 The analysis shows which topics customers mention in live chat, how often, and what exactly they ask. using this approach, a major telecommunication provider observed a significant increase in chats from current customers after a site redesign. Looking deeper into the issue, the firm found that due to the redesign, customers could no longer find the login section.

› Analyze images and videos customers share publicly. video and image analysis firm Ditto Labs uses ai to mine images for classifiers like themes, sentiment, and company logos. Through analysis, clients can identify positive and negative mentions of their firm, even when customers don’t explicitly mention the name of the company.24 for example, an airline can find out how many customers post pictures from inside one of its planes with a caption like “Stuck on the tarmac again.” That’s because the photo allows Ditto Labs to identify the airline from logos or other identifying features in the image.

FIGUre 4 Geckolyst invites its clients’ customers To a chat Survey as They finish a customer Service chat

Source: Geckolyst

The chat interaction endswith a prompt to completea chat-based survey in thesame chat window.




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Upgrade To Analytics That Drive Action

To fuel cX improvements, cX transformation leaders should work with ci professionals at their firm to upgrade their analytics to be more predictive and prescriptive.25 They should:

› Use AI to find issues that drive negative emotions. emotion analysis vendor adoreboard uses common sense reasoning with affective computing, an ai technology, to create an index for each primary emotion in Plutchik’s wheel.26 Working with a large consumer transportation company in europe, adoreboard mined social conversations.27 it found that customers felt rage and anger about the poor Wi-fi connections in the company’s fleet, which affected the overall experience more than any other issue. executives were shocked that the Wi-fi problem caused such strong negative emotions, so they invested $500,000 to update the connectivity of the fleet. as a result, the number of detractors decreased by 74%, the number of brand advocates increased by 500%, and brand affinity increased by 21 percentage points.

› Use signals to predict CX metrics. Predictive algorithms use existing survey results plus customer profiles, transactional data, and financial data to predict how a customer will most likely feel about an experience.28 one of the top five property and casualty insurance companies works with Mattersight to automatically generate a “likelihood to recommend” score for nearly every call. To calculate a score, Mattersight’s tool mines call recordings for data attributes like productive interaction time, empathy level of the agent, and pauses during the conversation. it combines this data with other data like customer service history or product ownership. Mattersight reports the insights in a heat map that shows the predicted net Promotor Score (nPS) as well as performance on key leading variables like customer distress and noninteraction time (see figure 5).29 as a result, Mattersight’s client saw a 10-basis-point improvement in customer satisfaction while realizing 10% to 15% savings in performance management costs.

› surface unknown CX patterns to prevent issues. Tools that use pattern recognition across data sources, coupled with predictive analytics, can surface the issues or opportunities stakeholders should most care about. The cX team at optum brought together behavioral data from its ticketing system with cX quality, loyalty, and business metrics like renewals.30 Patterns in this data helped optum identify opportunities to improve the client experience. optum now proactively tracks repeat callers and has a higher-level team make callbacks and own the ticket because of the otherwise negative impact on loyalty. optum is exploring expanding its work to include product usage data — for example, flagging a customer who hasn’t logged into the system for a while.

› Measure and intervene with real-time analytics. using in-stream analytics, companies can analyze interactions as they occur and act in the moment to improve the experience.31 for example, Humana worked with voice analytics provider cogito to pilot real-time voice analysis of calls.32 cogito uses ai to analyze behavioral signals and conversational dynamics including pitch, tone, pace, vocal efforts, turn taking, and mimicry. Based on the insights, cogito’s tool shows real-time notifications on agents’ computer screens. for example, agents may see “you are speaking quickly” or “the customer needs empathy” (see figure 6). customers who spoke with agents




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using cogito reported a 28% higher nPS, issue resolution improved by 6%, and average call time and escalations decreased.33 additionally, two-thirds of agents using the cogito tool reported improvements to their customer engagement.

› Track trends and improve CX metrics. in the pilot with Humana, cogito’s technology also generated metrics to create a cX score for each call. it shows how a customer perceived an interaction and can serve as a predictor of lagging survey results. Humana uses post-call nPS surveys on a sample of transactions, but prior to partnering with cogito, it could not tie the results to specific agent behaviors. using cogito technology, the pilot showed promise for more effectively assessing how agent behaviors influence customer survey responses, enabling the company to proactively target improvements in areas such as employee training.

› Use journey analytics to measure and improve cross-channel behaviors. Journey analytics discovers the paths customers follow when trying to achieve a goal and identifies those that lead to a specific outcome like purchase or churn.34 citi partners with journey analytics provider clickfox to measure first-touch resolution for journeys that cross channels.35 The data that clickfox generates feeds citi’s efforts to predict customer behavior and suggest next best actions. for example, citi identified “attrition driver events” like trailing usage of the card, disputes, or losing a credit card. To improve the experience of getting a replacement card and to increase the share of customers who activate the card, citi launched a replacement card tracking feature and a more seamless, easy, and quick activation process.36

› Use natural language generation to facilitate business users’ decision making. using natural language querying and generation, cX pros can interact with cX metrics insights in completely new ways. Dynatrace, an application performance monitoring vendor, offers its services via text or voice input. nontechnical users can simply ask, “Did our site have any problems yesterday between 2 and 4 p.m.?” and get the answer in Slack or alexa. When customers ask Dynatrace’s virtual assistant, Davis, a question, these users expect recommendations, not only data. for example, Dynatrace’s chatbot might make suggestions like “you might also want to look into system y” or “you might want to run analysis Z.” The system learns over time and can eventually offer insights like “Step X has worked in the past; do you want to try it?”37




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FIGUre 5 Mattersight reports Predicted nPS and Performance on Key variables in a Heat Map

Note: Net Promoter and NPS are registered service marks, and Net Promoter Score is a service mark, of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

Source: Mattersight

Users can seepredicted NPS scoresand performance onkey variables likecustomer distressand noninteractiontime.




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FIGUre 6 cogito Surfaces agent recommendations Based on real-Time, in-Stream call analytics

Source: Cogito




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Supplemental Material

Companies Interviewed For This report

We would like to thank the individuals from the following companies who generously gave their time during the research for this report.

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adoreboard

aDP

american cancer Society

american express

american family insurance

BT financial Group

citi

clearaction

cogito

concur

confirmit

continuum

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customerville

Digital reasoning

Ditto Labs

ford

ipsos

KPMG nunwood

Market force information

Mattersight

Microsoft

neuro iD

nuance communications

optum

Pacific Gas and electric

rant & rave

reliant (an nrG company)

Shell

unitedHealthGroup

uniting

vanguard

verint Systems

Wizu

Forrester experts Interviewed For This report

We would like to thank the following forrester analysts who gave their time and expertise for this report.

Joana van den Brink-Quintanilha

allegra Burnette

Kjell carlsson, Ph.D.

Michael facemire

J. P. Gownder

andrew Hogan

David K. Johnson

TJ Keitt

anjali Lai

cinny Little

James Mccormick

Tina Moffett

Kelly Price

Brandon Purcell

Jennifer Wise

endnotes1 empowered customers are more willing to experiment, use digital channels, and value a sense of purpose. Some

empowered customers will want feedback to be engaging (for example, Progressive Pioneers want to engage deeply with a firm), and some want it to be easy to give feedback (for example, convenience conformers value ease). See the forrester report “applying forrester’s empowered customer Segmentation.”

2 Source: interview with vice president, customer experience at a major investment firm, May 15, 2017.

3 Source: conversations with forrester clients.





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4 forrester’s executive survey shows that 4% of digital business professionals are using chatbots and 17% have a presence on facebook Messenger. See the forrester report “chatbot commerce Benchmark.”

5 There are 100,000 facebook Messenger chatbots. and hundreds of enterprise apps deliver services through Slack in the form of Slackbots. See the forrester report “experiment With new approaches at The Leading edge of Design.”

intelligent agents (ias) like amazon’s alexa, apple’s Siri, Google’s assistant, and Microsoft’s cortana became integrated into consumer products like amazon echo, apple Tv, Google Home, and Xbox one, letting consumers express their needs in words — not just in clicks, taps, and swipes. an alternative to ias spread widely, too, and in much larger numbers: chatbots. Tens of thousands of them sprung up — Kik alone houses more than 20,000 bots. While they lack ias’ sophisticated speech-to-text conversion, they charm users by responding in words and actions to typed questions and requests about limited domains like ordering a pizza. These new interfaces based on natural language processing are setting the stage for the spread of conversational user interfaces. See the forrester report “Digital customer experience Trends, 2017.”

6 according to Mary Meeker’s 2017 report, voice is beginning to replace typing in online queries. Twenty percent of mobile queries were made via voice in 2016, while accuracy is now about 95%. Source: Mary Meeker, “internet Trends report 2017,” Kleiner Perkins, May 1, 2017 (https://www.kleinerperkins.com/perspectives/internet-trends-report-2017).

7 The daily number of photos shared exceeds 3.5 billion daily, according to Mary Meeker in 2016. Source: Paul Dughi, “11 fast facts: new data on internet usage, advertising, video, and privacy,” Medium, June 3, 2016 (https://medium.com/advertising-trends/11-fast-facts-new-data-on-internet-usage-advertising-video-and-privacy-d30438a5edcf).

8 Deep learning platforms give access to deep neural networks for image and video classification, natural language processing, and facial recognition. unlike traditional machine learning algorithms, which require manually engineered features for analysis, deep neural networks extract their own features — making them particularly adept at classifying unstructured data. additionally, a trained neural network evolves as it’s exposed to new data in a process called transfer learning. as a result, many vendors offer pretrained solutions in image classification and facial recognition that their clients can train further with their own data without having to start over from scratch. See the forrester report “The Top emerging Technologies in artificial intelligence.”

9 image analysis is becoming mass market ready. for example, eBay announced it would start offering image search in fall 2017. Source: Steve neola, Ben Klein, and Max Manco, “find it on eBay: using Pictures instead of Words,” eBay press release, July 26, 2017 (https://www.ebayinc.com/stories/news/find-it-on-ebay-using-pictures-instead-of-words/).

10 See the forrester report “The Top emerging Technologies in artificial intelligence.”

11 Source: interview with Luis angel-Lalanne, vice president of customer listening, Global Servicing network at american express, May 18, 2017.

12 voc: voice of the customer.

13 Source: interview with Max israel, founder and ceo, and Henry Baillargeon, marketing coordinator at customerville, august 16, 2016.

alaskaListens is a portal on which customers can look up their reservation and fill out a survey about the experience.

14 Source: interview with Martin Powton, marketing manager at Wizu, May 12, 2017.

15 See the forrester report “Beyond Surveys: new Tools for More effective cX Measurement.”

16 These vendors have partnerships with video transcription and analysis services voxPopMe (inMoment) and Living Lens (confirmit).

for more about customer feedback management platforms, see the forrester report “voice of The customer vendor Landscape, 2017” and see the forrester report “The forrester Wave™: customer feedback Management Platforms, Q2 2017.”














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17 See the forrester report “read My Lips: clear communication can Mean Billions in revenue.”

18 Surveybot.io lets users distribute via facebook Messenger and Smooch.io’s chatform. ai lets users distribute surveys via channels like facebook Messenger, Line, Telegram, viber, and Wechat.

19 Source: interview with abe Sam Thomas, business head at Geckolyst, august 3, 2017.

20 Source: interview with Jen Morris, head of marketing at rant & rave, May 17, 2017.

21 Source: Presentation by rob Hatfield, director of operational analytics and consulting at Health care Services corporation, at forrester’s cXnyc 2016.

22 Text analytics identifies structures and patterns in text and transforms it into meaningful and useful information to enable more effective strategic, tactical, and operational insights and decision making that contribute to improved enterprise performance.

To prepare data for text mining, tools apply natural language processing (nLP). nLP detects parts of speech, identifies sentence “triples” (subject, action, and object), handles incorrect grammar and spelling, and identifies synonyms before analyzing the data. nLP is one among many ai capabilities, alongside machine learning, voice processing, reasoning, and knowledge representation.

23 Source: interview with Jessica Langdorf, director of the digital engagement lab, nuance, May 11, 2017.

24 Source: interview with Julia Kim, head of client services at Ditto Labs, May 18, 2017.

25 ci pros are uniquely positioned to shepherd ai into the business, given their understanding of advanced analytics and machine learning. While their core function — generating insights from customer data — will remain unchanged, they will take on an additional responsibility: overseeing the development and deployment of ai within the enterprise for marketing, customer experience, and other customer-facing functions. companies will task ci pros with training ai solutions on customer data and monitoring the performance of those solutions once they are live. if an ai system goes off the rails, it will be up to the ci team to hit the kill switch and identify the cause. ci pros, therefore, will be vital to the successful implementation of ai in the organization for customer-facing use cases — and they will ultimately be responsible if it fails. See the forrester report “The Top emerging Technologies in artificial intelligence.”

26 common sense reasoning combined with affective computing is an ai-based text analysis that is not keyword- or taxonomy-based. rather, it infers the emotions from concepts and phrases that customers use in their comments.

robert Plutchik identified eight primary emotions — anger, fear, sadness, disgust, surprise, anticipation, trust, and joy. for each of those, he identified three levels of intensity. for example, the levels (from low to high intensity) for joy are serenity, joy, and ecstasy, and, for anger, the levels are annoyance, anger, and rage.

27 Source: interview with chris Johnson, ceo and founder of adoreboard, July 7, 2017.

28 The output is a probability that a customer would give a specific score.

29 net Promoter and nPS are registered service marks, and net Promoter Score is a service mark, of Bain & company, inc., Satmetrix Systems, inc., and fred reichheld.

30 Source: interview with Matt Larson, senior director, client engagement at optum, June 15, 2017.

31 companies use real-time, in-stream call analytics during the call and use near-real-time analytics after a call is over.

32 Source: interview with Steve Kraus, vP of marketing at cogito, July 31, 2017.

33 Source: Jeff Bercovici, “Why the Secret to Making customer Service More Human isn’t Human at all,” inc., July 2017 (https://www.inc.com/magazine/201707/jeff-bercovici/cogito-ai-reads-nonverbal-cues.html).

Humana measured nPS by comparing cogito cX scores between a control group and a test group and with a survey of the two groups.






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34 forrester defines customer journey analytics as an analytics practice that combines quantitative and qualitative data to analyze customer behaviors and motivations across touchpoints and over time to optimize customer interactions and predict future behavior. Journey analytics identifies how customers move between channels and touchpoints while interacting with a firm. To stitch together data about customer behavior from different data sources, journey analytics tools generate a unique customer identifier. See the forrester report “Drive customer obsession With Journey analytics.”

35 citi defines first-touch resolution as resolution the first time a customer gets in touch with the company, be that via website, call center, or other channels.

36 Source: emily Mcnutt, “Track your replacement citi card in-app or online With new feature,” The Points Guy, november 29, 2016 (https://thepointsguy.com/2016/11/new-citi-replacement-card-tracking-feature/).

37 Source: interview with Dynatrace, June 7, 2017.

See the forrester report “experiment With new approaches at The Leading edge of Design.”




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