CUSTOMER EXPERIENCE MEASUREMENT:A CRITICAL REVIEW OF LITERATURE

Abstract

Objective: This research aims to explore the current customer experience measurement metrices to find out merit and pitfalls in them based on a critical review of existing literature. Methods: We have used Pare et tal (2015) six step framework for a structured and critical review of the current consumer measurement indices.145 Journal articles and 10 books related to the subject were reviewed and analysed during the process. Result: Significant findings include lack of association between business strategy and customer experience measurement, Data in silo format, Interdepartmental collaboration missing. The Twelve widely used metrices have merits as well as significant pitfalls. Comapnies and firm need to revisit and redefine their customer experience measurement indices.