A metrics-driven approach for customer experience management evaluation: the case of commercial banks in developing countries

Abstract

Purpose

Customer experience management (CXM), which aims to achieve and maintain customers' long-term loyalty, has attracted the attention of many organizations. Improving customer experience management in organizations requires that, first, their relevant capabilities be evaluated. The present study aimed to offer a set of key performance indicators for evaluating customer experience management in commercial banks.

Design/methodology/approach

The study, first, attempted to identify the components of evaluating customer experience management by reviewing the related literature and conducting interviews with experts. Then, the extracted components were transformed into assessable metrics using the goal question metric method, and the key performance indicators relevant to customer experience management in commercial banks were selected according to the experts' opinions and the Fuzzy Delphi method.

Findings

According to the findings of the study, 21 key performance indicators were identified for customer experience management in commercial banks, and customer satisfaction, the mean number of calls to resolve an issue in customer journey touchpoints, the NPS, and the ratio of the budget allocated to the CXM department to the budget of the marketing department were found as the most significant performance indicator according to banking experts.

Originality/value

The present study was among the first research projects intended to evaluate CXM and offer key performance indicators that could help the managers of commercial banks assess the maturity levels of their CXM.

Citation

Mousavi, P., Shamizanjani, M., Rahimnia, F. and Mehraeen, M. (2025), "A metrics-driven approach for customer experience management evaluation: the case of commercial banks in developing countries", The TQM Journal, Vol. 37 No. 2, pp. 504-524. https://doi.org/10.1108/TQM-07-2023-0215