Customer experience specialists, Insight6 share their wisdom as to how best to measure the experience of your customers to build satisfaction, loyalty and profit.
What is Customer Experience Measurement, and why should you care about it?
The success of your business is reflected in the satisfaction of your customers. Increase of profit is dependent on great customer experience (CX), as the customer’s positive recommendation, digitally or physically, is a vital method of attracting new clients, as well as ensuring customer loyalty.
It can be difficult to know for sure precisely how successful your company was at delighting a client once the transaction has ended; sometimes, the true nature of the client’s experience is not recognised until a negative review appears much later. With reliable customer experience management software in place, your business can properly gauge the customer experience, and use the data to improve and grow.
Only 1 out of 26 unhappy customers complain. The rest churn. A lesson here is that companies should not view absence of feedback as a sign of satisfaction. The true enemy is indifference.”Esteban Kolsky, CEO of ThinkJar
NPS alone isn’t enough
The most common tool used in customer experience measurement is the Net Promoter Score (NPS). NPS is something you have likely experienced as a customer yourself, in the form of a post-transaction question such as:
‘How likely are you to recommend this company to a friend?’
The problem with NPS can be about timing – questions like these are not always applicable to the customer at the point in their journey that they receive them. For example, a customer that has an unresolved matter that keeps being bounced between departments would not feel an urge to give a glowing review of the company through an NPS given in the midst of the frustration. In some cases, simply receiving the irrelevant prompt can inspire the need to write a negative emotional response.
NPS can be a useful means of collecting valuable feedback from customers about the overall experience they have had with your company. Timing the NPS question at the end of the customer experience is ideal. Including an NPS in your customer experience measurement is simple, and a great jumping off point for businesses interested in measuring their entire customers’ journey.
In order to pinpoint the specific hindrances your customer might face, a wider arsenal of measurement tools is also needed to supplement the NPS question.
Build a comprehensive overview of the customer experience
The key to creating an accurate measure of your business’ customer experience is to ensure all aspects have been recorded and analysed. With a complete overview of the customer journey, you can then establish the ‘pain points’ and begin constructing a focused strategy to fix the areas that need most work. A smooth, frictionless customer journey is the ultimate goal, so it is vital that you have the correct system in place that can properly measure emotion in the customer as they move through your customer experience.
Know which parts of the customer experience you want to focus on
Customer experience is a wide umbrella term for a range of different minute experiences a customer faces when interacting with a company. It is important to consider, before embarking on any type of measurement, what exactly you are hoping to find out, and how you will use the information to move forward.