The CX Measurement Guide

How to Utilise Feedback Across the Customer Journey

Everyone talks about Customer Experience (CX). Yet for many organisations, it remains only talk, when in fact CX should be recognised as a proven growth driver: companies that excel in CX consistently outperform others in revenue growth, retention, and advocacy.

To truly understand and improve CX, it must be measured — systematically, data-driven, and across the entire customer journey, from first awareness through to renewal or even the end of the relationship. Only then can you see which actions build loyalty, reduce churn, and increase profitability. One of the most effective ways to measure CX is by gathering direct feedback from both potential and existing customers.

This guide explores what and how to measure at each stage of the journey: the questions to ask, the channels to use, the metrics that matter, and how to turn insights into action.