Maxie Schmidt

Principal Analyst

Forrester Bio

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Customer Effort: How To Measure It Right

Maxie Schmidt August 8, 2019
How do you measure customer effort? Most customer experience (CX) pros use surveys. While the question text and scale they use can differ, the resulting score measures the level of effort. But we need to move beyond only measuring the level of effort. My new report explains why and gives suggestions for improving customer effort […]
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Value For Customers: The New Frontier For CX Professionals

Maxie Schmidt July 17, 2019
Most firms love to talk about the value of customers but don’t get value for customers right. That’s ironic because customers that get value create business value in return by increasing profitability and market share. Academia has written about value for customers for decades. But businesses have been sluggish and incomplete in applying it. We […]
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Best Response To Customer Feedback? Hint: It’s Not “Sorry”

Maxie Schmidt May 6, 2019
If you tell employees to apologize when a customer shares feedback about a bad experience, think again! Customers give you feedback because they want you to hear them and because they want you to improve the experience for next time. And most customers like it if somebody relates to the pain they might’ve experienced. A […]
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Gen Z: Our Window Into The Future Of Feedback

Maxie Schmidt February 7, 2019
This is part 3 of my blog series on the future of CX measurement (read part 1, part 2, and part 4). I recently shared my research on the future of CX measurement in Professor Kay Lemon’s applied marketing management class at Boston College’s Carroll School of Management. (Thank you for the invite!) The students were wonderful […]
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We Passed “Peak Survey Effectiveness” In CX Measurement — What Now?

Maxie Schmidt February 7, 2019
This is part 1 of my blog series on the future of CX measurement (read part 2, part 3, and part 4). CX pros can learn a lot from the inverted U theory. It describes that more is better . . . until it isn’t. This theory is also called the Yerkes-Dodson law, and Malcolm Gladwell […]
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Don’t Try To Be Uber! How To Modernize Customer Feedback Collection

Maxie Schmidt February 7, 2019
This is part 2 of my blog series on the future of CX measurement (read part 1, part 3, and part 4). If you think of the app of ride-sharing giant Uber as an example for how to collect customer feedback, think again. (For those who haven’t used it recently, here is how it works: After a […]
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Apply A 70/30 Rule For Trending CX Metrics

Maxie Schmidt January 14, 2019
“Trending” reminds me of the fairy tale The Magic Porridge Pot, in which the pot wouldn’t stop cooking porridge and flooded the entire village. Just like that, CX professionals drown in an ever-increasing flood of metrics that they need to measure and report over time. This leaves CX professionals: Handcuffed. CX pros spend time that […]
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Word Of Mouth Is Less Important For Topline Growth Than You Think

Maxie Schmidt September 25, 2018
Many companies ask their customers “How likely are you to recommend us to a friend?” However, for most brands, advocacy — positive word of mouth — isn’t the key to revenue growth. Retention and enrichment matter much more. Retention is when current customers continue to buy your products and services. Enrichment is when current customers […]
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Fourteen Hacks For Your CX Business Case

Maxie Schmidt September 5, 2018
Eighty-six percent of CX professionals we recently surveyed say that the ROI of CX isn’t well established in their firm. Yikes! To be fair, building a CX business case can be hard. And even when you’ve built one, you may discover that it’s not compelling enough and therefore you miss out on the funding you […]
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Bad CX Surveys? Not With This Checklist!

Maxie Schmidt August 8, 2018
CX surveys are the butt of jokes in dinner party conversations and comedy sketches. On social media, people gleefully tweet examples of surveys gone wrong. Just type the three words “CX,” “survey,” and “fail” into a Twitter search . . . But this is no laughing matter if you are in a CX role. Bad […]
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The AI Revolution In CX Measurement

Maxie Schmidt August 3, 2018
This is part 4 of my blog series on the future of CX measurement (read part 1, part 2, and part 3). Let’s face it, most CX measurement programs could use a revolution — AI or otherwise. Because CX measurement programs are: Crumbling. CX measurement relies too much on surveys. But transactional surveys capture only between 2% and 7.5% […]
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Making Journey Maps Useful: CX Measurement Edition

Maxie Schmidt July 27, 2018
Of course you should use journey maps to define CX metrics — it’s the only way to define outside-in CX metrics that: Capture important pain or peak points. Measure the right CX drivers. Align operational metrics with customers’ expectations (e.g., how you measure delivery times). But why are only 39% of CX pros using journey maps […]
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Don’t Pay Employees For Delivering Good CX — Why Monetary CX Incentives Drive Worse CX In The Long Run

Maxie Schmidt June 11, 2018
Tying CX performance to monetary incentives backfires. Every time. Often in spectacular, unforeseen ways. And while we have seen some firms take the leap into a world without monetary CX incentives, tying accountability for CX to money is still a common shortcut in CX transformations. Unfortunately, that weakens employee morale and creates bad CX. In […]
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Don't Pay Employees For Delivering Good CX — Why Monetary CX Incentives Drive Worse CX In The Long Run

Maxie Schmidt June 11, 2018
Tying CX performance to monetary incentives backfires. Every time. Often in spectacular, unforeseen ways. And while we have seen some firms take the leap into a world without monetary CX incentives, tying accountability for CX to money is still a common shortcut in CX transformations. Unfortunately, that weakens employee morale and creates bad CX. In […]
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Why Looking For The Perfect CX Metric Is Futile — And How To Try Anyway

Maxie Schmidt May 30, 2018
What is the right top-line CX metric? I lead the CX measurement research at Forrester and get this question a lot. Usually clients ask whether Net Promoter Score (NPS)* is best, or whether customer satisfaction or effort make more sense, or whether there is something new and exciting coming up. So I thought I’d share […]
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The Recent NPS Debate – What You Should Really Know

Maxie Schmidt January 19, 2018
Many clients have asked me about my thoughts on the recent blog post by Jared Spool who says Net Promoter Score (NPS*) is a harmful metric. I then usually mention that he is making good points but that there is another post by Aga Szóstek who says the believe in a silver bullet is the truly […]
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New Data: How CX Improvements Drive Business Growth For 17 Industries

Maxie Schmidt October 19, 2017
If you want to make the case for CX, check out the new data we just published in the report “Drive Business Growth With Great Customer Experience, 2017” (paywall). In our analysis, we modeled the effect of changes in CX on loyalty and business growth for 17 industries. We included four new industries per popular demand: Health […]
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Artificial Intelligence Needs Real Empathy To Succeed In CX

Maxie Schmidt October 19, 2017
What’s the future of CX? How will Artificial Intelligence (AI) help break through the customer experience ceiling? How must CX professionals like you evolve their skills? We found a surprising – and not so surprising – answer when the Boston CXPA team celebrated CX Day. Forrester hosted the celebration with CX and UX practitioners in […]
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CEO Conviction In CX – Why You Overestimate It And How To Get It …CX Europe 2017

Maxie Schmidt October 18, 2017
Seems like it’s good news when only 5% of CX pros say lack of support by the CEO is among their top 3 challenges. A successful CX transformation needs a CEO who leads by example and rallies the organization around CX. When committed CEOs leave, CX efforts die. But is this really good news? No. […]
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Happy CX Day – The Future Of CX – At Forrester’s HQ in Cambridge

Maxie Schmidt September 25, 2017
Forrester is hosting CX Day 2017 with Boston’s Local CXPA Networking Chapter! Join fellow CX & UX professionals to hear perspectives from three stellar CX practitioners and me on our theme “The Future of CX In A Digital World”: Brian Burba, VP Customer Success, CA Technologies Bill Schimikowski, VP Customer Experience, Fidelity Investments Ed Boudrot, […]
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