Customer experience measurement: implications for customer loyalty

In the last ten years business has been disrupted by new technologies that allow the collection and analysis of more and better data for decision-making. These new datasets offer the potential to go beyond traditional customer experience (CX) measurements (e.g., customer satisfaction surveys), but little is known concerning the implications of new CX metrics for customer loyalty. Based on state-of-the-art research, the present chapter develops an actionable conceptual framework at the intersection of CX measurement and loyalty. The framework starts with an analysis of the customer journey that characterizes a product or service, then the type of data that can be obtained (structured an unstructured), and its implication for retention management and firm performance. Two examples in a utilitarian and recreational service setting are used to demonstrate the applicability of the framework.