The article discusses the importance of proper measurement and tracking of customer experience (CX) metrics in order to ensure that CX projects and investments are successful. Without proper tracking, organizations may fail to attribute observed business benefits to the work done by the CX department, which could harm the reputation and prestige of the CX department. The article notes that there is ongoing debate among CX professionals regarding which metrics are the most powerful and predictive, and how they should be applied. The article concludes by stating that brands need to employ a holistic strategy that targets key business areas to ensure that metrics are providing the necessary information.
