
CX Measurement ArchitectureCase Study: Redesigning CX Measurement Architecture
BUSINESS ISSUE
- This healthcare client was conducting a large-scale CSAT tracking program that was not meeting their needs both in terms of cost-effectiveness and the ability to drive improvement. CMI was first asked to transition this program from another supplier. It relied heavily on high-cost telephone interviewing and was experiencing declining productivity.
APPROACH & DATA STRATEGY
- We initiated a survey invitation and response analysis to understand consumer behaviors responding through different modes, and their patterns. We recommended parallel testing new modalities and subsequently migrated the survey online with a mix of email and SMS invitations. The result was substantially decreased cost and dramatically improved efficiency.
- Next, we proposed that the program’s ability to clearly drive action could be systematically improved through a purpose-driven redesign of their customer experience (CX) measurement architecture to orient on customer journey analytics. We completed a full redesign of both the quarterly “relationship” tracker and their suite of transactional surveys, building an interconnected system.
OUTCOMES & BUSINESS GROWTH STRATEGIES
- Through this process, CMI helped the client socialize the new approach with the C-Suite, supporting the business case for the fundamental change. The new CX measurement system is now aligned with – and a key enabler of – the company’s strategy to deliver a differentiated brand experience through a customer-focused, personalized service model.
- We completed the redesign of their entire suite of transactional surveys as well as the quarterly tracking survey based on the new journey architecture.
- We are now implementing pilot test surveys in parallel with the existing measurement system, to run through Q2 2024.