PREDICT AND PRIORITIZE
DRIVE POSITIVE BUSINESS OUTCOMES
THROUGH FORESEE CX MEASUREMENT
Increase revenue, conversion,
recommendations, and loyalty
with ForeSee CX Measurement.
Why read this?
Business leaders need an accurate and
efficient approach to measuring and managing
the customer experience. Good customer
experiences drive positive business outcomes.
Table of Contents
2 Link Business Decisions to
Business Outcomes
3 How Customer Experience Drives
Positive Business Outcomes
5 Predict and Prioritize with ForeSee
CX Measurement
11 Real-World Benefits for ForeSee Clients
12 Five Questions to Ask When Evaluating
CX Measurement Programs
 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

Link Business Decisions W H AT E V E R Y B U S I N E S S L E A D E R C A R E S A B O U T M O S T:

BUSINESS OUTCOMES

to Business Outcomes
• Profitability and Growth
• NPS®
Reliable cause-and-effect insight is rare, and it’s your most powerful
• Customer Satisfaction
decisioning tool. Without knowing what actions will yield real benefits, • Customer Acquisition and Retention
business decision-making can devolve into a guessing game. Relying on Executive
simple correlations, incomplete data, or — worse yet — faulty assumptions
based on previous experience only wastes time and resources.
• Acquisition / Conversions / Sales
Your ultimate advantage in business is the ability to quantify the
• Traffic and Return Visits
impact of decisions before making them. If data can show you that
• Site and Content Optimization
investing in a website redesign will yield almost no improvement to the
Digital
business, but expanding the capabilities of your mobile app could boost
upsell opportunities or reduce call center volume, the course of action is
obvious. Such a reliable cause-and-effect formula would bring benefits to
• Conversions / Sales
every part of the business and impact every organizational goal.
• Traffic and Return Visits
• Operational Efficiency
• Digital Contribution
Stores / Locations

• First-Call Resolution
Net Promoter, Net Promoter System, Net Promoter • NPS
Score, NPS and the NPS-related emoticons are • Customer Satisfaction
registered trademarks of Bain & Company, Inc., Fred
Reichheld and Satmetrix Systems, Inc. Contact Center • Customer Acquisition and Retention

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

How Customer Experience Drives

Positive Business Outcomes
Customer experience (CX) is a strategic imperative in every industry because it drives
tangible business outcomes.
Some examples:
• By leveraging intelligence from ForeSee, one national retailer found a $149 million
increase in revenue tied to a one-point increase in CX.
• 80% of utility consumers would forgo the call center completely if offered an ideal
online experience — potentially saving providers a collective $208 million per year in
call center deflection (ForeSee Experience Index: Utilities CX Insights).
• Findings from Forrester Research showed that companies with higher satisfaction have
better financial outcomes. The analysis goes on to quantify that the value of upping
CX by one point leads to revenue increases from $5 million for credit card providers to
$873 million for mass market auto manufacturers (and other industries in between).
But how do leaders decide where to invest? Those who make CX decisions need
accurate and reliable insights to allocate limited resources for maximum impact.
Measuring, managing, and
Business leaders want to know: What did customers expect from an experience with improving CX helps deliver
the website or call center? Were they successful? How did they feel about it afterward?
What would make them return, repurchase, or use another channel? What drives overall
bottom-line business benefit —
satisfaction, brand affinity, or loyalty? when done the right way.

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

Voice of Customer is Essential THREE TYPES OF CUSTOMER FEEDBACK

AND THEIR BENEFITS AND RISKS
to Measuring CX — But it's Noisy
and Nuanced
Direct Surveys Opt-In Feedback Unsolicited
CX-focused organizations listen to their DESCRIPTION Deploy surveys directly Implement an always- Capture and mine
customers, because customer feedback to customers on listening post to unstructured or
capture feedback when unsolicited feedback
provides a critical outside-in approach. customers want to give it from internal or external
data sources
It's Voice of Customer (VoC) data that can uncover
customers' expectations and attitudes, on experiences EXAMPLES • Deployed via digital • Badge on web or • Social media
with your brand or with the brand overall. intercept, email, store, mobile properties • Support or call center
receipt, etc. transcripts
Organizations need to capture, measure, and analyze
a wealth of VoC data — that includes direct surveys,
opt-in feedback, and unsolicited data (see table). BENEFITS • Get answers to specific • Empower customers • Capture “pulse”
questions when you of customer
• Tactical identification of
But the resulting data is often difficult to turn into need them issues • Identify trends before
actionable business insight, let alone insight that will • Measure NPS or CSAT they escalate
• Address issues before
actually move the needle on CX and business metrics. at touchpoint or brand they escalate
level
The table on the right illustrates the types of customer • Can get more
feedback used for VoC insight. representative sample

All are essential to your CX program — and all are RISKS • Results are only • Tends to skew negative • Challenging to extract
as good as the as customers are prioritized insight from
needed to turn VoC insight into action that can have questionnaire and inclined to opt in when unstructured data
a measurable, positive, and predictable impact on your in-house insights not happy • Tends to skew either
the business. expertise negative or positive

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

Predict and Prioritize with ForeSee CX Measurement

A rigorous approach to measuring customer Benefits of the ForeSee Methodology for CX Measurement
experience gives you a business advantage
in the form of a decision-making tool. It lowers Built-in ROI. CX improvements have Rigorous prioritization. We provide
risk, identifies opportunities, and helps your a direct business impact. Our ROI- unique models for every touchpoint,
entire organization make the most of its time inclusive model helps you know and each with its own drivers and outcomes.
and resources. articulate that impact — and it's built into With a consistent model, you can
ForeSee® CX Suite℠, so we do the heavy prioritize at the touchpoint level and
For nearly 20 years, CX leaders have
lifting. across the entire customer journey.
turned to ForeSee and the ForeSee
methodology to help with accurate Predictive insights. Correlative insight Benchmarks. Decisions need context.
and reliable CX decisioning. — such as statistical, regression or We’ve applied the same methodology to
multivariate analysis — isn’t enough. Our over 250 million surveys (and growing),
“We use the ForeSee methodology causal model links CX improvements to so you get continuous benchmarks —
business outcomes, such as likelihood by industry, channel, touchpoint,
to validate our strategy, and focus
to purchase, return, and recommend. and segment.
our time on the improvements
that will have the biggest business Prescriptive action. A moment-in- Proven outcomes. Our methodology
time score is helpful but doesn’t tell is based on decades of academic
impact on revenue, growth, and
you what to do next. We apply the research. It’s been proven effective over
satisfaction.” ForeSee methodology to NPS or CSAT two decades of client work and is the
to prescribe action based on specific only methodology that accurately links
— Steve Winton
drivers that will have the biggest impact. CX improvements to better financial
Head of Digital In-Life, Three
performance.1

1 Fornell, C., R.T. Rust and M.G. Dekimpe (2010). “The Effect of Customer Satisfaction on Consumer Spending Growth,” Journal of Marketing Research, 47(1), 28-35

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

The Simplicity of a Causal Model: Do X, Achieve Y

There is a cause-and-effect relationship inherent in every customer experience:

CUSTOMER THE ROOTS OF THE

DRIVERS OUTCOMES
EXPERIENCE FORESEE METHODOLOGY
The experiences you create How the customer feels What you want your customers
and that you can control about those experiences to do more of, e.g. purchase, • Multi-patented model
recommend, be loyal
owned by ForeSee
The ForeSee methodology is based on a causal model that helps business
• Proven, with nearly 20 years of
leaders quantify the impact of their decisions before making them. Beneath
empirical evidence to directly link
the algorithms of our methodology is a simple concept:
customer experience to financial
If I do X, it will… performance
• Lead to more purchases • Started as a public barometer of
• Increase store visits satisfaction in 1994 and founded by
• Improve NPS Dr. Claes Fornell, considered the
“father of customer satisfaction”
• Boost customer satisfaction
• Based on decades of rigorous
• Increase brand confidence and loyalty
science in consumer psychology
• Achieve other benefits and psychometrics
ForeSee offers the only proven causal model that
directly ties CX improvements to business outcomes.

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

Visualizing the
ForeSee Causal Model
SAMPLE MODEL:
At its core, the ForeSee methodology MEASURING CX OF MANAGING AN ONLINE ACCOUNT
helps organizations answer the following
questions, with accuracy and reliability:
1 How is CX performing overall?
1 How is CX performing overall?
3 2 How does it compare 4
2 How does it compare to our benchmarks? to our benchmarks?
What CX improvements What impact will it have
3 What CX improvements should
should we prioritize? O V E R A L L S AT I S FAC T I O N on business outcomes?
we prioritize?
4 What impact will it have on DRIVERS 82.4 OUTCOMES
business outcomes? Look and Feel Add Services

Navigation
0
79.3 100
Remain Customer

Tasks and Transactions Recommend

“We use ForeSee as a powerful
Site Information Call Contact Center
management tool. It helps us prioritize
Site Performance OVERALL NPS Brand Confidence
and validate what we say no to, versus 65.6

what we say yes to. We’re able to

manage by objectives — that’s the most
empowering part of using ForeSee.” 0
70.2 100
What impact will
it have on NPS?
— Robb Lee
CMO, American Society
of Association Executives

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

Prioritizing Drivers Based on Scores and Impacts

Our advanced statistical modeling quantifies the drivers of the customer experience
by computing “scores” and “impacts” for each driver. Scores for each driver are based GET THE DEEP DIVE
on three separate variables asked in our standard questionnaire. ON THE FORESEE
In this example, Navigation has the lowest score and the highest impact. By focusing METHODOLOGY
efforts and improving Navigation, you will have the biggest lift on outcomes such as
likelihood to recommend, add services, remain a member, etc. Behind the ForeSee methodology
is a latent variable causal model,
an advanced statistical model
Priority Map
Elements Top Priority Elements
rooted in decades of academic,
peer-reviewed research.
Status Quo Improve

For more information on the

SCORE I M PA C T
Look and Feel research and how the model works,
81 Look and Feel 0.3
Site Performance download the ForeSee Methodology
SCORE

73 Navigation 2.2
71 Tasks and Transactions 0.5
white paper. Or contact us to schedule
Site Information
78 Site Information 1.2
a deep-dive information session with
79 Site Performance 1.3
Tasks and Navigation our research team.
Transactions
Monitor Top Priority HELLO@FORESEE.COM
I M PA C T

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

Unique Models Across Your Customer Journey

ForeSee has over 60 unique

models to help you measure DRIVERS CUSTOMER EXPERIENCE OUTCOMES
the customer experience with
accurate, reliable, and proven S C O R E I M PA C T I M PA C T S C O R E
science. These models span

LOCATION
81 Atmosphere 0.3 4.0 In-Channel Purchase 64
82.4
73 Service 2.2 3.5 Other Channel Purchase 81
the customer journey and are
71 Merchandise 0.5 2.5 Return 74
tailored for every industry, device,
channel, and experience.
78
79
Price
Checkout
1.2
1.3 0
79.3 100
4.0 Recommend / NPS 78

This image shows sample S C O R E I M PA C T I M PA C T S C O R E

satisfaction-based models for 79 Look and Feel 1.2 82.4 81 Recommend Product 70
measuring CX across mobile, 80 Performance 1.0 73 Membership 75
WEB

75 Product Descriptions 1.3 79 Recommend / NPS 76

contact center, web, and location. 74
81
Navigation
Product Browsing
0.8
0.7 0
75.7 100
NPS-based models are
available for the same
CONTACT CENTER

channels and touchpoints. S C O R E I M PA C T 82.4 I M PA C T S C O R E

80 Representative 0.3 81 In-Channel Purchase 65
79 Resolution 2.2 79 Recommend / NPS 70
76 Accessibility 0.5
0
80.3 100

S C O R E I M PA C T I M PA C T S C O R E
MOBILE APP

83 App Performance 1.4 82.4 81 Primary Resource 82

81 App Information 2.0
80 Look and Feel 1.3
78 Navigation 0.9
0
76.9
73 Use Again 78
79 Recommend / NPS 78
100

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 FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE

Methodology in Action: A Case Study

Clients in every industry use ForeSee and benefit from our scientific methodology for real-world benefits. In this example,
ForeSee CX prioritization helped a global multi-brand pharmaceutical company increase sales by 5% over one reporting period.
Here's how:
1 4
1 The company was unclear about what
site visitors needed and how to prioritize CUSTOMER
DRIVERS OUTCOMES
a website redesign. With the ForeSee EXPERIENCE
model, they identified Navigation and
Content as the drivers that would have
the most impact on business outcomes.
• More content needed on +3 in CX Score • +4 for Likelihood to Refill
Managing my Disease Prescription
3
(Navigation and Content)
2 The company implemented these • +6 for Likelihood to Use
• Need to find information on This Site as a Primary Resource
changes to their website.
Financial Incentives (Navigation)
3 Those CX improvements led to a
3-point increase in overall satisfaction.

4 That increase in overall satisfaction led 2 5

to a 4-point increase in Likelihood to AC T I O N S TA K E N :

Refill Prescription, and a 6-point increase
in Likelihood to Use the Site Again as a
Primary Resource.
5 Overall, the improvements resulted in
a 5% increase in sales.
• Site redesign included more content on disease management that was
E C O N O M I C I M PA C T:
accessible from the homepage and given its own navigation menu 5% Incresase in Sales
• Badge was added to homepage that directed patients to Over this Period
Financial Incentives page

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Real-World Benefits for ForeSee Clients
How CX Prioritization Pays Off for Diverse Organizations
R ETA IL
VERA BRADLEY
Hundreds of unnecessary
training hours and
resources saved
Vera Bradley, a beloved specialty
retailer, overhauled its store model
and associate training program
after learning that only four of
its 12 store touchpoints had a
positive impact on store sales or
satisfaction. The change saved the
company time and resources by
cutting unnecessary training hours
across its 150+ physical stores
and helped increase visibility and
execution of its store sales model.
FORESEE CX MEASUREMENT — PREDICT AND PRIORITIZE
P UBL I C SECTOR
USPTO
Up to $6M saved in lost
revenue and operational
efficiencies
The U.S. Patent and Trademark
Office (USPTO) estimated that a
poor website experience cost the
organization up to $6 million a
year in lost revenue and operating
inefficiencies. The organization
took insights from the ForeSee
model to drive an overhaul of its
website content strategy, create
a more efficient user experience,
and transition to a centralized
publishing platform with full-time
content writers.
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ENERGY & UTI L I TI ES
CITIZENS ENERGY GROUP
24% reduction in call
volume and millions saved
Citizens Energy Group, a utility
provider in the Indianapolis
region, works with ForeSee to
identify and make the business
case for needed improvements
to its website and call center. As
a result, it reduced call center
volume by over 300K interactions
in one year, an annual savings of
approximately $2 million.
R ETAI L B AN K I N G
UNION BANK AND TRUST
7% increase in first-call
resolution, $1000s in
immediate savings
per month
Union Bank and Trust, a Virginia-
based community bank, used
ForeSee’s prioritization model to
initiate replacing a contact center
quality-assurance system. The
upgrade immediately saved the
business thousands of dollars per
month, reduced manual QA time,
and improved first-call resolution by
7 percentage points over a period of
a few months.
Five Questions to Ask When Building CX Measurement Programs
Customer experience can drive significant positive business outcomes — when measured and managed with those outcomes in mind.
As you’re building your CX program, be sure to ask your internal teams and external partners these important questions:

☑☑ How can we turn customer feedback into actionable, prioritized insight?

☑☑ How can we measure the relationship between CX improvements and business outcomes?
☑☑ How can we predict with accuracy the benefits we’ll see?
☑☑ How can we know that we’ve prioritized the right CX improvements?
☑☑ Is there a proven methodology to help us measure CX accurately and efficiently?

Start Measuring CX with Proven Science

Learn how ForeSee can help you prioritize For a deep dive on the proven science
CX improvements that accurately and behind our methodology, download the
reliably improve business outcomes. ForeSee Methodology white paper.
HELLO@FORESEE.COM FORESEE.COM/FORESEE-METHODOLOGY 

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