Our culture teaches us some assumptions (like money = sign of success) that are often internalized in our brains. We don't even think of them as assumptions. They're disguised as truths that we must all just simply accept. One such assumption relates to the way we, as business professionals, choose to study our customers and prospects.
A quick search online will bring back numerous posts, articles, companies, tools and other content centered on measuring your customer experience. In the last year, the topic of measuring experience has been top of mind for many organizations looking to better understand and improve their customer experience.