Research identifies key customer experience metrics for efficient tracking and actionable insights in marketing.
The proliferation of customer experience measurement tools means that marketers now face the challenge of managing, and deriving value from, an overwhelming number of CX metrics. Research has identified ways for businesses to identify the metrics that are of greatest value and align them with customer journey mapping. Collecting fewer metrics yields tracking and reporting efficiencies, and connecting them to key stages of the customer journey gives CX managers more actionable insights.
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Patti et al. (2026) studied this question.
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