The OCX framework: A new omnichannel customer experience measurement tool

Impact: Commercial impacts, Organisation impacts

Description of impact *

Since 1988, SERVQUAL has been the most reliable measurement tool/scale for measuring the customer experience (CX). Related papers are the most cited articles in the marketing literature. However, it is well documented in the recent marketing literature that a CX model developed in the mobile and social media age will be more informative. The latest OCX framework published in the Journal of Retailing in 2022 compares the measurement performance of the newly developed Omnichannel Customer Experience (OCX) model against SERVQUAL. It provides empirical evidence that the OCX scale offers superior CX measurement estimates than does SERVQUAL scale for measuring CX in the modern omnichannel context. It establishes the OCX framework with nine key dimensions for delivering better CX: social communications (i.e., customer reviews), value (i.e., products and pricing), personalisation, customer service, consistency of both product availability and prices across channels, information safety, delivery, product returns, and loyalty programs.

Moreover, the OCX scale could complement the popular CX measurement approach using the Net Promoter Score (NPS). While NPS is an efficient way to gauge overall CX with one survey question, it does not offer insights into the areas of concern. Therefore, managers could use the latest OCX scale to comprehensively investigate CX across the nine OCX dimensions when an NPS score is low.

Overall, the OCX framework offers retail managers guidance about their CX initiatives' strategic priorities. Moreover, the methodologies reported in the article provide guidance for developing the CX framework in other service sectors, such as government agencies.

Category of impactCommercial impacts, Organisation impacts
Impact levelBenefit (mid)