Measurement drives customer experience and can work wonders with internal collaboration

Andrew S - 2 nd April 2015

We are living in a time of amazing change for brands and their owners with opportunities for improvement coming from inside and outside influences.

For me probably the most exciting thing is that for very first time it is genuinely possible for marketers to link their brand actions and activities to the financial performance of the business in a way that has not been possible up until the so called Big Data revolution. We can use the data collected each and every touch point where the brand interacts with the consumer to help build and improve the customer experience we deliver and know the direct impact we are having on the business performance, often in real time.

This data delivers the c-suite with the evidence with which it can make better customer focused decisions. They can then use it to measure, praise and incentivise the right behaviours and bring cross function teams together to deliver for the customer, breaking down much of the silo working that still holds business back. This is a critical shift in delivering customer experience consistently and to keeping them fresh and relevant

After all we are all brand builders now, wherever we sit in the business and it is the consumers who are saying this not some marketer or consultant!

Using data to drive this cross functional working can be most liberating and in many of the cases I have been involved in it is the front of house teams who know what the issues are and the great thing is that the data supports their insights.

So in amongst all this wonderful data gathering please don’t forget to engage your front of house team and listen to the natural customer experience insights they have. You will be amazed about how the business expects them to cope with some bonkers situations - processes that actively work against the delivery of the brand, KPIs that drive the wrong behaviours and hypocritical behaviours from more senior people. They need the data to help them not hinder.

The big opportunity is to balance quantitative data insight with qualitative insight to give a complete picture of the experience you provide for your customers. Failure to do so will stimulate the migration of your customers to other providers whilst successful delivery will bring new and exciting customers to your brand.

This film from those very clever people at Forrester research has some great insights and lessons for us all. 


Andrew is the CEO and the other founding partner of Brand Vista. With over 30 years of brand experience both on the client and agency side, what gets him up every morning is a passion for helping clients grow through building genuinely differentiated brands that deliver a customer experience that becomes irresistible.
Find out more about Andrew S