What gets measured gets improved.

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Understanding your customer experience isn’t about isolated surveys or once-a-year reports — it’s a continuous cycle of learning, adapting, and improving.

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At TCXA, we help you turn CX into a measurable, manageable asset.

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We align your customer journeys and key touchpoints with the right set of metrics — going beyond basic NPS or CSAT — to create a data model that reflects how your customers actually experience your brand across their lifecycle.

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Because when you know what’s working (and what isn’t), you can act faster, optimize smarter, and invest where it matters most.

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We translate complex experience data into simple, actionable insights.

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Our approach starts by breaking down your current journeys and examining every key step, touchpoint, and interaction channel.

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From there, we design a tailored CX measurement framework that surfaces hidden patterns, aligns metrics with business goals, and drives continuous improvement.

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Our approach includes :

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Journey-Based Measurement Frameworks : Map key CX metrics (leading and lagging) to every stage of your customer journey — from acquisition to loyalty.

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‍VOC & Feedback Loop Design : Set up structured, scalable customer feedback programs across critical moments of truth — digital, physical, and service-based.

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CX Dashboard & Reporting Architecture : Help you design or optimize CX dashboards for real-time visibility and team ownership.‍

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Continuous Improvement Playbooks : Create rhythms and rituals around measurement — quarterly reviews, optimization sprints, and governance sessions.

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We help you focus on the insights that actually move customer experience — and business outcomes — forward.

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"TCXA helped us build a real CX measurement model — not just a reporting dashboard. We finally connected our journey stages to KPIs that matter, allowing our teams to act faster, smarter, and with greater customer empathy. Measurement stopped being an afterthought and became a daily discipline."

— Global Head of Customer Insights, Travel

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Ready to make experience measurable, actionable, and accountable?

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Insights from data can fuel your next wave of CX innovation. Consider our Consumer Insights & Research services to continuously close the loop between measurement and action.