顧客體驗是近年來行銷領域的核心議題。隨著顧客和企業互動的管道日益增加，接觸點的數量和複雜度也相對被提升。因此，當企業想要盡可能的掌握顧客體驗，就必須先意識到體驗是一個動態的過程。為了將體驗的動態性具體呈現，顧客體驗衡量（Customer Experience measurement, CXm）便成了近年來行銷界廣受矚目的研究領域。

本研究旨在闡明動態衡量顧客體驗的重要。透過補足顧客旅程地圖在操作面缺失，來建構繪製顧客旅程地圖的必要元素。接著，根據篩選出的必要元素提出「顧客體驗評分（Customer Experience Points, CXP）」，清楚示範如何精準衡量體驗的動態性。最後，針對衡量結果提供對應的數據判讀方式以及未來改善建議，以協助企業在有限的資源內，做出最佳的策略行動。

Customer experience is a core issue in the marketing field during recent years. As the channels through which customers and firms interact increase, the number of touchpoints also increase. Therefore, if firms would like to keep customer experience under control, they must first realize that experience is a dynamic process. Nowadays, to crystallize the dynamics of experience, customer experience measurement (CXm) has become a high-profile research topic in the marketing field.

This research aims to highlight the importance of measuring the dynamics of customer experience. By filling the gap on the operation side of the customer journey map, we provide the essential components of depicting customer journey maps. Then, based on the selected components, we proposed “Customer Experience Points (CXP)’’ which clearly shows the steps that accurately measure the dynamics of customer experience. Finally, this research provides the data interpretation of the measured outcome and guidelines for further research which can greatly assist firms to make the best strategic actions within limited resources.

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