I recently hosted a LinkedIn Live session titled “Measuring the Impact of CX,” featuring two fantastic CX professionals, Ania Rodriguez, CEO of JourneyTrack, and Michelle Beeson, an executive consultant in CX and digital strategy. Our conversation surfaced several insights related to practical and strategic elements of CX measurement, and I wanted to share three of my key takeaways from our discussion.
1. The Power of Linking CX Metrics to Business Outcomes
One of the recurring themes of our discussion was the importance of connecting CX metrics to real bu
siness outcomes. Michelle made a great point on this, explaining how challenging it can be for CX leaders to focus on the business metrics that matter most to stakeholders.
“To create impactful CX programs, you need to align CX metrics with business metrics at each level,” she said. “It’s about proving how these metrics impact revenue, reduce costs, or mitigate risk.” That alignment enables CX professionals to show how our work contributes to core business objectives.
Ania noted that companies making strides here embrace a data-driven approach and utilize tools that enable real-time updates and cross-team collaboration. She shared how JourneyTrack’s “Journey Impact” feature helps clients visualize the effect of CX changes over time. “Tools that let you track progress and link actions to outcomes create a framework for showcasing the value of CX improvements,” she emphasized.
2. Inclusivity, Collaboration, and the Right ‘Altitude’ in CX Measurement
Michelle introduced a concept that I found particularly insightful: the “altitude” of CX measurement. She described it as the need to align CX metrics with business impact metrics at the same “level” or “altitude” to avoid misalignment and unwieldy assumptions. For instance, trying to tie a specific journey-level metric directly to company-wide revenue can lead to shaky conclusions. Instead, focusing on the right “altitude” of measurement for each journey helps connect CX initiatives with business outcomes in a way that’s both meaningful and manageable.
Michelle summed it up well: “Keeping CX metrics and business impact metrics at the same level helps you focus on what you’re trying to do and how customer experience improvements are connecting to business outcomes.”
Ania reinforced this need for alignment, noting that CX success often requires collaboration across teams and a comprehensive view of customer data. She also highlighted the importance of inclusive personas that reflect diverse customer segments. “Having a holistic view of your personas and their journeys helps reveal gaps and opportunities,” she explained. Tools like JourneyTrack’s Inclusivity Index, which allows for tracking representation across customer segments, are valuable assets here.
3. Strategic Focus and Long-Term Measurement
Both Ania and Michelle emphasized the importance of a focused, long-term approach to CX measurement, especially as CX professionals balance immediate business pressures with strategic goals. Michelle advised CX professionals to “focus on the journey and think about what success looks like for both the customer and the business,” while maintaining a realistic measurement altitude.
Ania added that companies must proactively revisit their metrics and processes as business needs evolve. “Organizations that revisit their metrics and mapping processes as business priorities shift ensure that CX initiatives remain relevant and impactful,” she said. To support this approach, Ania described how JourneyTrack’s tools help CX teams visualize journey metrics over time, allowing professionals to forecast and measure the impact of their actions in a structured way. By capturing CX and business impact scores at every level, organizations can anticipate ROI and make informed decisions about where to invest next.
Final Thoughts
Our session underscored the reality that measuring the impact of CX is no easy task—it requires a holistic, inclusive approach that connects customer insights with business priorities and maintains alignment across different “altitudes” of measurement. By focusing metrics at the right level, prioritizing specific journey outcomes, and leveraging tools that facilitate collaboration and inclusivity, we can build a compelling case for the value of CX.
If you’re interested in exploring these ideas further, Michelle and Ania co-authored a guide that goes into these strategies in depth, and I recommend checking it out.
As Michelle aptly put it, “CX is best led by data-literate, collaborative professionals who can tell a compelling story of value.” Thanks again to Ania and Michelle for their insights and to everyone who joined us for the session.
Our full conversation is below.
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