Five Approaches to Measuring Customer Experience

Posted by Rant & Rave

March 7, 2017

Five-Approaches-to-Measuring-Customer-Experience.jpgTracking and analysing data is an important part of many (if not all) CX job roles. But, with so many customer touchpoints to measure and so many metrics you can use, where do you start? In this post, we're going to explore 5 ways that you can measure customer experience throughout the customer journey. It’s by no means a definitive list of CX metrics. But it will give you a clear starting point for planning on how to measure customer experience in your organisation.

Net Promoter Score (NPS)

Arguably one of the most commonly used CX metrics, NPS typically sits at the end of a customer journey. It measures the likelihood of a customer to recommend a brand’s product or service. It’s used as a way of measuring both brand loyalty and also overall customer satisfaction.

Common pitfalls: Using NPS too early in the customer journey. If a customer hasn’t completed their experience, then asking an NPS question is premature. After all, how can they know whether or not they would promote you if they haven’t yet tried the service/product?

Customer Satisfaction Score (CSAT)

CSAT score is the sum of respondents that answered somewhat or very satisfied. The higher the number the higher your customer satisfaction will be. It is reported as a percentage, with 100% being complete customer satisfaction.

Common pitfalls: CSAT is best used for a specific interaction, such as a call into the Contact Centre. It’s less effective if applied to a customer’s whole relationship with a brand

Win/Loss Analysis 

A win/loss analysis essentially involves looking at the reasons why you are winning and losing customers. This measurement is a great way to elevate the Voice of the Customer, to better understand the behavioural drivers behind your customer’s actions.

Common pitfalls: If your win/loss analysis isn’t systematic, it’s hard to spot trends and patterns in the information that you’re analysing.

Complaint analysis 

Complaint analysis is basically looking at the complaints you receive in your feedback and looking for patterns or trends in what customers say. The insights you can gain through the complaints you receive will help you to make improvements that can reduce complaints in the future.

Common pitfalls: With resource restraints, brands will often focus on purely negative feedback and try to resolve these issues. However, hidden insight can often be found in feedback from people who are broadly positive about their experience, but have one or two niggles.

Listening posts 

Listening posts are setup to capture customer feedback at points when they want to give you feedback. This could be at the start of the journey, such as on your website. It could also be used within your knowledge base articles. Listening posts don’t necessarily collect numerical data; their purpose is to help you understand the wants and needs of your customers.

Common pitfalls: The feedback that comes through listening posts needs to be directed to the right people within the organisation. Otherwise, it will have a limited impact.

This isn’t a complete list of ways to measure Customer Experience, but it is a flavour of the measurements and metrics that can be used. How many do you use? and which are you using to systematically measure customer experience?

Whilst you're thinking about the way you measure CX you might also want to investigate the relationship that exists between your employees and customers and how this impacts on business performance. Thankfully, It just so happens that our latest paper explores research in this area, grab your copy right here...

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Topics: Measuring Customer Experience, NPS, Customer Experience

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