CX, the common abbreviation for customer experience, refers to the impact of each touch point in the customer journey. As a CX manager, therefore, you need to determine what entails a positive customer experience before implementing changes that will have the greatest impact. You should also use results to ensure each customer interaction is highly optimized.
The rise of social media and new technology means that there are new ways to interact with customers. However, CX is more than just about customer experience. It revolves around how each touch point fits into the end-to-end journey they have with your company.
Measuring CX: What Metrics Should You Use?
To measure CX, you need a layered approach that included gathering data at every point of contact and interviewing your target clients. You should also track such metrics as the Customer Effort Score (CES), Customer Satisfaction (CSAT), and the Net Promoter Score (NPS).
Read on to learn how:
- Net Promoter Score (NPS)
This metric is built from word of mouth. It focuses on whether a customer would recommend your products/services to a colleague or friend. If they would, it shows that they had a positive experience with your company.
You can determine NPS by asking customers how likely it is that they would recommend your service, product, or brand to another person. The answer will get you results ranging from – 100 to + 100. These responses can be categorized in the following way:
a) Promoters (9 to 10)
These are loyal enthusiasts who buy and keep on referring you to others, furthering your growth.
b) Passives (7 to 8)
These customers are satisfied with your offering but they are not enthusiastic. As such, they are vulnerable to offers from your competition.
c) Detractors (0 to 6)
This category includes unhappy clients who can damage your image and brand through negative word of mouth.
To determine your NPS, subtract the detractor percentage from the promoter percentage.
- Customer Satisfaction (CSAT)
This measurement reviews how well your service/product experience meets the expectations of customers. To determine the overall satisfaction levels, you need to perform a customer satisfaction survey.
Ask customers how satisfied they were with the product/service, and to rate their overall experience on a scale of 1 to 5 with 1 denoting Very Satisfied and 5 equaling Very Dissatisfied.
The Customer Satisfaction will then be expressed in percentage form ranging from 1% to 100%.
- Customer Effort Score (CES)
Last but not least, you can determine CX by calculating the CES, which focuses on a specific feature or attribute of your service/product. To measure CES, ask customers to what extent they agree with the statement that your company has made it easy for them to handle their issue. The answer should have a rating scale of 1 to 5 with 1 referring to their strong agreement and 5 denoting their strong disagreement with the statement.
Although there are other metrics to measure customer experience, these 3 are the most important. Use them to find out how satisfied your customers are, and whether they would recommend you to their colleagues, friends, and family members.