While we live in an increasingly digital world, to truly measure CX, we have to be able to measure both online and offline interactions. While we may use digital tools to do so, we can’t ever forget that customer experience is wherever the customer is, and whatever interaction they may be having. This would be an in-store conversation, a phone call to customer services, or, yes, a website or social media interaction.

Measuring your customer experience takes careful planning, a solid infrastructure, and clearly articulated metrics for success. These metrics are often created by looking at what the business needs, not at how the customer perceives success. We can sometimes get so focused on achieving our business key performance indicators (KPIs) that we lose sight of the central part of CX in the first place: the customer.

While your organization's leadership may all be in agreement that investing in customer experience is important, they may not always understand the far-reaching implications of an optimization effort. After all, unlike other more siloed efforts such as marketing campaigns or IT infrastructure enhancements, customer experience touches nearly everyone in your organization.

In a busy organization with many competing priorities, it can often be difficult to stay focused on even the most important aspects of keeping a business performing exceptionally. Customer experience (CX) platforms often involve many different teams across an organization, and thus it’s critical to ensure a big-picture view is kept. Too often, teams can get too concerned with measurements and performance in their silo within the organization, but truly successful CX platforms are built, measured and optimized holistically.

Using both existing and new data strategically and effectively is key to any bank’s success. In this article, we’re going to discuss a few ways that you can do this for your organization.

We live in a world of big data, where endless amounts of information can be stored in the cloud at an ever-decreasing cost per byte of storage. While this may sound great to data-driven marketers, the blessing of cheap storage and increasingly simple application programming interface (API) connections between data sources can quickly enough turn into a curse of too much information and not enough time to sort through it all.

The value of optimizing your customer experience is clear to most brands and marketers. Increasing loyalty, reducing customer service costs and increasing revenue growth from retained customers are three big reasons, in addition to many others.