The value of new customer metrics in the digital era for better understanding and predicting business performance”

There is vast literature of customer metrics however, most of it is focused on the offline economy, thereby ignoring the digital touch that is now omnipresent in the customer experience and customer journey. Research about customer experience metrics is fragmented and in early stages according to Lemon and Verhoef (2016). Some measures are still being evaluated and reviewed. According to Lemon and Verhoef (2016), those measures need to “gain traction” in marketing practice. Some researches cover the topic of customer metrics in a wide scope and do not consider the market evolution and dynamics of the digital firms. This is a new element to be considered. Today we have a new set of online data that allows us to study issues such as customer satisfaction, customer journey and customer experience. My research will essentially focus on online customer metrics linked to financial performance to bridge the gap between offline and online economy.