CX Insights Framework

More and more organizations are investing in customer experience (CX). Rightly so, because research and practice show that a good customer experience increases the chance that customers will recommend your company, buy more, forgive mistakes, and want to try other products. But how do you find out if your customer experience is good? And how do you maintain a structural overview of improvement potential? Too many organizations still rely on their gut feeling, which is a shame, because data-driven CX can offer us many opportunities.

Main CX Objective

Blueprint for improving customer experience

Discover and prioritize improvement potential

Many organizations have already taken steps towards improving their customer experience. For example, the NPS is measured structurally and there is commitment. Yet something is missing. Management demands demonstrable results. To improve the customer journey in a data-driven way, you need to understand which improvements affect customer happiness and business objectives. Underlined had developed the CX Insights Framework to help you identify opportunities that are proven to improve CX and deliver business value.

Our framework is a data-driven operating model, linking customer satisfaction metrics to broader business objectives and business data by using customer journeys. Creating the opportunity to discover and prioritize improvement potential. And helping you justify investments in customer experience. This way you will always have a well-founded business case!

Why use the CX Insights Framework?

Show me the money

The CX Insights Framework is a systematic approach to collect, analyze and, process CX data in an effective and complete CX measurement system. Completing the Insights Framework is the first step to mapping all CX data that is present within your organization. In combination with the data scan that Underlined performs, a roadmap is created that shows which information is still missing to achieve a holistic image of your customer experience. This leads to an integrated CX approach, where it becomes clear what you should do to get CX metrics moving and improve business results.

How does the CX Insights Framework work?

Customer meets business value KPI

The CX Insights Framework takes your customer strategy as a basis. At the top of the framework, you enter your customer value KPI. At the bottom, you place the business value KPI (loyalty, churn, operational costs, etc.). In between are the key drivers and customer journeys. From the customer value KPI, it is important to link with underlying key drivers based on customer behavior and customer feedback. We bring together all proprietary data about business value and all customer feedback by using a data-science method linking it to customer journeys. Researching these drivers takes time, but pays off.

Getting started

What does the framework look like for your situation?

To create a framework for your specific situation, Underlined developed a one-day workshop. Together we explore your data as a valuable tool to shape the framework. We use the latest insights and techniques in data-driven customer-experience management, measuring dependencies between touchpoints and overall journey impact. Our goal is to connect your CX dots and to coproduce a concrete data-driven customer-experience management action plan – helping you to create value for your organization and customers.

What's happening?

/report 30 June 2022

Forrester Report: CX Metrics Essentials

Is Emotion Analytics the Holy Grail in CX?

This report answers 10 key questions that CX leaders need to answer in order to better be able to define and measure CX metrics.

/webinar 30 June 2022

With Forrester’s Leading Expert On CX Measurement

Is Emotion Analytics the Holy Grail in CX?

Learn how leading companies continuously optimize and measure their most beneficial CX improvements.
Watch the after movie

/e-book 11 Mar 2022

Customer Journey Mining:
An Overview

Data scientist Henrik Nijkamp and analytics consultant Milou Ehrismann help you understand the impact of journey mining.

Hub for CX analytics

Hub for CX Analytics - Giving smart and detailed real-time insights


Integrating your system with the Hub for CX Analytics? Find out more!

Take the tour

Book a introduction tour for the most complete solution in CX

Case studies
Customer success stories

Partner program

Find out more about the Underlined CX partner program

Partner overview

Check out our partners and find out how we work together

Become a partner

Want to become a partner? Join our partner program here!

Learn about CX and technology


Learn everything you need to know about CX and technology

Webinars & events

Check out our webinars and events selected for CX growth

Case studies

Customer success stories for building data driven customer experience


with Forrester’s leading expert on CX measurement

Vision on CX

Our Vision on CX - CX metrics in motion with business results


Discover our services that help you improve customer happiness

Who we are

Who we are! A quick guide to how we approach customer experience

The team

Giving companies the power to optimize every conversion

Get in touch

Get in touch to start your journey

Strengthen our team of enthusiastic data-passioned colleagues


Working@Underlined - Check out our vacancies and join our team


Strengthen our team of enthusiastic data-passioned colleagues

Meet the team
Giving companies the power to optimize every conversion