By Judith Aquino

Have you heard the story about the elephant? Three blind men felt their way around an elephant and each man believed his interpretation was correct and that the other two were wrong. Without comprehensive data, customer experience officers are as blind and misinformed as the men in the story.

Decision-makers may find themselves reviewing performance data collected from a computer system or database they’ve never seen, making it difficult to assess the accuracy of the data. And given that nearly everything about the customer experience is measurable, how can companies identify the right metrics to get a holistic view of the customer?

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