The global skills and competency framework for the digital world

Applying the Measurement MEAS skill to customer experience

Applying the Measurement skill to customer experience

Applying the Measurement skill to customer experience

SFIA 9 Measurement MEAS

  1. The SFIA Measurement skill description can be effectively applied to measuring customer experience (CX).
    • The skill emphasises developing and operating a measurement capability to support organizational information needs, which aligns with the purpose of CX measurement: to understand customer needs, preferences, and behaviours, and to assess the effectiveness of CX initiatives.
    • The guidance notes mention that measurement can be applied to processes, products, and services, which is relevant to CX as it involves measuring customer interactions across various touchpoints and channels.
    • The activities listed, such as planning and implementing measures, selecting appropriate scales and targets, and establishing data collection and analysis methods, are all crucial components of a comprehensive CX measurement strategy.
    • The skill description covers different levels of responsibility, from applying standard techniques and generating reports (Level 3) to leading the development of organizational measurement capabilities and aligning them with business objectives (Level 6). This is important for CX measurement, as it requires a range of roles and skills, from hands-on data collection and analysis to strategic planning and leadership.
  1. The SFIA Measurement skill description reflects a contemporary view of measurement:
    • It recognises the importance of aligning measurement objectives with organisational goals and information needs, rather than measuring for measurement's sake.
    • It emphasises the need for a systematic approach to measurement, including selecting appropriate measures, scales, and targets, and establishing consistent data collection and storage mechanisms.
    • The skill description acknowledges the role of automation in measurement, which is increasingly important in today's data-rich environments.
    • It highlights the importance of using measurement to support decision-making, by providing insights into performance, progress, and potential issues or risks.
    • The skill description covers the full lifecycle of measurement, from planning and implementation to analysis and improvement, which is essential for a continuous improvement approach.