Report: The State of CX Metrics, 2012

We just published a Temkin Group report, The State of CX Metrics, 2012. This study of 200+ large companies shows limited improvement since last year. Here’s the executive summary:

Companies with stronger CX metrics programs are more likely to be customer experience leaders and to outperform the business results of their competitors. We asked over 200 large companies about their use of customer experience (CX) metrics and found that while these efforts are seen as important, only 11% of respondents received “good” ratings. Temkin Group’s assessment of CX metrics examines four areas: consistent (does the company use common CX metrics across the organization), impactful (do important decisions consider the CX metrics), integrated (are trade-offs made between CX and financial metrics), and continuous (do leaders regularly examine the CX metrics). Unfortunately, companies have not shown an improvement in our assessment since last year. The research also shows that the likelihood to recommend and ease of doing business metrics are on the rise, but companies do a particularly poor job of measuring non-customers (non-buyers and defectors), emotional response of customers, and mobile and cross-channel interactions. To fully measure customer experience, companies need to develop measurements that link behaviors, attitudes, perceptions, and interactions.

Download report for $195

Using our CX results from our CX metrics assessment, we compared companies with strong CX metrics efforts to other companies and found that the stronger programs have much better CX results.

CXMetricsAndCXPerformanceWe examined the CX metrics that companies are using and how that’s changed over the previous year. Here are the top seven (out of the 12 we examined).

CXMetricsUsedThe research has 17 figures examining the activities and effectiveness of CX metrics efforts. Here are a few of the additional findings:

  • Only 11% of respondents think that their company mostly integrates CX and financial metrics, and it’s down from 13% in 2011. Also, only 35% of companies consider CX metrics in many of their important decisions.
  • About 40% of executive teams review CX metrics at least monthly, which is about the level we found last year.
  • Fifty percent of companies use common metrics across most of their company, an increase from 43% last year.
  • Over half of companies feel good about their measurements of phone and online experiences, but only about one-quarter of them feel that way about measuring mobile and cross channel experiences.

Download report for $195

The bottom line: Don’t just measure CX, use the metrics to run your business

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One Response to Report: The State of CX Metrics, 2012

  1. Eptica says:

    This research backs up a study Eptica did in the UK that showed that customer experience had remained static over the last year – but that there was a widening chasm between those companies that did well and those that didn’t. It really seems that some companies understand the importance of customer experience and put the metrics in place to measure it, whereas others are a lot more unplanned. More in the Eptica blog at

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