Measuring CX through Customers' Eyes

Most organizations say they’re “customer-centric,” yet customer disappointment remains the norm. The problem isn’t effort, it’s measurement. In this presentation, we’ll unpack why the traditional CX metrics we all use—CSAT, NPS, AHT, FRT—don’t actually measure customer experience. They measure our internal performance.

This talk introduces a new way to think about CX: the Value-Friction Framework. Instead of focusing on operational KPIs, we’ll look at every customer touchpoint through the lens of value delivered versus friction experienced. The framework identifies six regions of customer experience, from “Exceptional” to “Missed Opportunity,” helping you pinpoint where your customer journey truly creates or destroys satisfaction.

You’ll learn:
- Why metrics like AHT or FRT can show green on your dashboards but still create red-flag customer experiences
- How to define value from the customer’s perspective—and where friction hides in your processes
- How to pair operational metrics with Voice of Customer data to build a complete picture of experience quality
- Practical examples of mapping your journey to the Value-Friction Framework to uncover where improvement will make the biggest impact
- By the end, you’ll be able to reframe performance reviews, KPIs, and success stories around the only thing that matters: the customer’s perceived balance of value and effort.

It’s time to stop measuring how fast we serve and start measuring how well we deliver value without friction.

Transcript

1. Measuring CX through Customers' Eyes ElevateCX Denver Presenter: Craig Stoss, CX Consultant September 2024
2. How do you measure CX? • Average Handle Time • First Response Time • CSAT • NPS • Renewal Rate • Revenue
3. How do you measure CX? • Average Handle Time • First Response Time • CSAT • NPS • Renewal Rate • Revenue Performance!
4. Why does this matter? Source: https://www.qsrmagazine.com/reports/the-2023-qsr-drive-thru-report/
5. What is CX? Value Value ($)
6. How hard is it to get that value? • Mandatory forms • "Book a demo" • No pricing transparency • Lead Gen > Conversion • Badly design bots/automations • Complex IVRs • Self-help outdated or missing Friction
7. CX Through the Customer Eyes CX is the value received relative to the friction experienced, during every interaction a customer has with a brand.
8. Measuring Customer Experience – Step 1 8 Voice of Customer Support Tickets Product Usage Contract Details Customer Health Sentiment Market Trends Expand vision beyond the Help Desk and CRM Ticket QA Marketing Engagement Business Needs
9. Measuring Customer Experience – Step 2 Understand the value a customer expects (VES) during an interaction and how much friction you create (CES) for them to get it. Map Customer Effort Score (CES) and Value Enhancement Score (VES)
10. Measuring Customer Experience – Step 3 Performance Focus Customer Experience Focus Incorporate customer insights in MBR, Dashboarding, Exec Reporting
11. Through the Customer Eyes To measuring customer experience completely, you must: • Relate metrics to explicit and implicit feedback you receive from your customers • Insights about how your customers perceive value and friction • Align touchpoints with the Value-Friction Framework, assess how metrics react • Surgical accuracy on what needs to change • Constantly evolve your customer experience
12. Tools that can help NOTE: Not a referral/reference
13. All metrics require the context to what the customer sees, feels, touches, hears, wants, experiences. What does "CX Through Customer Eyes" Mean?
14. Credits: This presentation template was created by Slidesgo, including icons by Flaticon, infographics & images by Freepik Thanks Craig Stoss CX Consultant, Writer, CX Advisor https://www.linkedin.com/in/cstoss/ @cscxtips Craig@Stoss.ca http://Stoss.ca