Defining the Measurement Strategy and Technology to Execute
Define Measurement Framework
Our team developed a measurement framework to categorize and prioritize the metrics. The framework consisted of three levels that would influence one another to achieve business results: transactional, journey, and experience metrics. Individually these measures provide insight for business owners and CX practitioners, but when combined, communicate a wholistic indication of the customer experience.
Resulting from the effort surrounding the measurement framework was the identification of target metrics. Specific questions were subsequently designed and implemented through survey administration.
- Transactional metrics focus on what is happening in a specific moment. Measurement at this level captures the information in the most critical customer interactions.
- Journey metrics roll up transactional metrics and incorporate other attributes specific to a given segment’s experience.
- Overall experience metrics, or relationship metrics, are intended to understand how the specialty insurer was doing in the minds of members.
Validating the member and agent lifecycles started by designing and administering a survey on behalf of the specialty insurer. The survey results allowed the team to confirm the insights discovered with the qualitative research. It also helped identify what was mutually important to members and agents.
In addition to defining a measurement framework and identifying critical metrics, our team assessed technologies to support the program requirements. With the strategy completed, it was clear which solutions were needed to facilitate the measurement framework through automation, allow flexibility, and enable action on results.
Requirements were reviewed and finalized to provide clarity on the foundational needs of the technology. Gaps with current solutions were evident, which kicked off an effort to identify vendors best suited for the client. The work concluded with researching many industry-leading platforms to produce a shortlist for company vetting and consideration through a formal RFP process.
A defined measurement strategy was produced that aligned the business need to evolve the voice of the customer program and drive revenue for the specialty insurer. The identified opportunities dramatically benefited both the end customer and the business. The specialty insurer is now positioned to implement the optimal measures at the right time to gain an evolving view of its members. Bringing the strategy to life was technology selection which set our client up for many years of success.