Measuring Customer Experience

Customer experience is currently at the forefront of the minds of marketing managers around the world. While customer experience initiatives are becoming more common, measuring it isn’t an easy task.

Even though many organisations employ drastic customer experience strategies, appropriately measuring the results is a large hurdle to overcome. Unfortunately, there isn’t one clear-cut survey available to send to customers to measure their level of customer satisfaction with the CX.

Customer experience measurement is the practice of measuring customer experience touchpoints along a customer’s journey. Discussed below are some of the main methods of CX measurement.

Importance of Measuring Customer Experience

Measuring customer experience is a necessity. It establishes more appropriate insights into customer satisfaction or dissatisfaction levels. This all works towards gaining a better perspective of what your customers are thinking and provides a better insight into their wants and needs.

Not only does measuring the customer experience help a brand gain a better understanding of their customer, it also helps businesses gain a better insight into campaign performances and the KPIs.

1. CSAT (Customer Satisfaction Score)

The Customer Satisfaction Score quantifies the satisfaction levels of customers. This is either with a specific or general experience they’ve had with a brand.

The score is calculated after the completion of a survey following an interaction with the brand, such as a customer service query.

Questionnaires allow marketers to quantify the customer’s experience through Likert-scale questions.

The quicker a customer completes a CSAT survey after interacting with a brand, the more accurate the results are as their experience with the brand is still fresh in their minds.

2. Churn Rate

Calculating the churn rate of your customers is a good measurement of a positive or negative customer experience.

Those that are churning are customers that aren’t making repeat purchases with you or are cancelling subscriptions to your services.

Churn rate is calculated by dividing the total number of lost customers by the total number of active customers for any given period.

3. CES (Customer Effort Score)

Much like the Customer Satisfaction Score, the Customer Effort Score is a customer satisfaction metric that measures the ease of an experience with a company. The score is developed using a point scale questionnaire from “very difficult” to “very easy”.

The CES metric measures the aggregate experience someone has with a specific product or service touchpoint. It helps brands understand the degree of effort that’s required by customers to accomplish a task.

Despite CES being a good predictor of future purchases, it has its drawbacks. CES doesn’t paint a wider picture of your customers’ full experience with the brand.

4. Employee Engagement

Great CX begins with engaged employees. Even with employees having an intrinsic link to the customer experience, CX measurement of employee engagement is often ignored.

While Gartner research has shown that 86% of organisations rank employee engagement as important as other CX challenges, only 10% of organisations include it in their measurement plan.

Employee engagement measurement is typically conducted internally or through an external survey provider. These results should be considered when altering CX strategies in the future.

5. NPS (Net Promoter Score)

This customer experience measurement is a percentage of customers who are likely to recommend your company to the people around them.

Typically, this data is gathered through a 0-10 scale question such as “How likely is it that you would recommend [brand] to a friend or colleague?”. Respondents are grouped into 3 main categories; promoters, passives and detractors.

The difference in percentage between promoters and detractors results in the Net Promoter Score.

There isn’t just one single metric that works across the board. A one size fits all approach doesn’t work for CX measurement. An appropriate mixture of customer and employee metrics should provide you with a holistic view of the customer journey.

A consolidation of all the relevant metrics on a customer experience dashboard provides a more comprehensive overview of the customer journey. This enables you to continually make improvements to your CX initiatives.

Do you wish to find a customer experience strategy that best suits your company’s needs? Be sure to contact us today on +353 1 8041298!


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