To measure customer experience, businesses should consider various analytics and customer feedback that they already measure in different departments. This encompasses every interaction a customer has with their business, from the first encounter to becoming a loyal brand advocate. Key metrics include UX metrics such as customer effort score (CES), conversion rate, abandonment rate, customer service metrics like customer satisfaction score (CSAT), first contact resolution, and average waiting time, as well as customer retention metrics like customer retention rate, customer churn rate, and lifetime value (LTV). Additionally, brand advocacy metrics like net promoter score (NPS) and social media sentiment can provide insights into customers' loyalty and advocacy. To gather these metrics, businesses can use surveys, analytics dashboards, customer data platforms, and contact center platforms like Twilio Flex to create a comprehensive view of the customer experience across the customer journey.