Rethinking Measurement and Customer Experience at Alinta

In the ever-evolving world of customer experience (CX), measurement is a crucial aspect that requires constant reevaluation and innovation. Companies like Alinta are rethinking their approach to measurement, moving beyond traditional metrics like Net Promoter Score (NPS) to focus on customer effort and satisfaction scoring.

According to Vandecasteele and David from Alinta, NPS is limited in scope as it primarily focuses on brand recommendation, whereas measuring how easy a company has made it for customers is a more immediate and relevant question. By incorporating customer feedback into their voice of customer surveys and digital channels, Alinta is able to gain a more comprehensive understanding of customer satisfaction across various touchpoints.

One key area of focus for Alinta is personalized digital journeys. By mimicking the best human contact center agent in a digital format, Alinta aims to create a seamless and tailored experience for customers. This personalized approach has already proven successful, winning Alinta an award at the Good Design Awards.

As industry data from Forrester and CBSA indicates, many companies are struggling to meet customer expectations when it comes to CX. While baseline capabilities are essential, differentiation and continuous improvement are key to staying ahead in the competitive landscape. Alinta’s focus on A/B testing, customer feedback, and strategic channel optimization highlights the importance of ongoing innovation in CX measurement and delivery.

Looking ahead, Alinta is prioritizing the launch of a consumer-facing mobile app and scaling web messaging capabilities. By integrating AI features and focusing on end-to-end customer experience, Alinta is positioning itself for success in a rapidly changing CX environment.

In conclusion, the measurement rethink at Alinta serves as a valuable lesson for companies looking to enhance their CX strategies. By prioritizing customer feedback, personalized journeys, and continuous improvement, companies can stay ahead of the curve and deliver exceptional experiences that drive loyalty and satisfaction.