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Business & Marketing

What to measure when evaluating customer experience?

Companies invest a lot money and time in order to make their customer experience effective. To many brands, it is solely the way their client goes about their business that matters the most. If you take it in contrast, who can be a better advocate of a company than an individual who has come to get some services or products? Certainly nobody. Therefore, you need to invest in the way people interact with your business and make a flawless customer experience strategy.

A good CX strategy is very helpful in understanding the consumer behavior. You have to pay attention to the touchpoints, interactions, and engagements. All these aspects play a crucial role in how the client feels about your brand. If you make a mistake at one single point, you are likely to regret the decision. Therefore, it is essential for you to measure the CX and here is what to calculate.

Net Promoter Score

The Net Promoter Score, NPS, calculates how likely will a person recommend you to a friend or a family member. You ask the individual to rate it on a scale of 0 to 10, asking ‘how likely it is that you’ll recommend CORPORATION NAME to your friends?’ The answer to it can help you to a great extent. 

From 0 to 6, the scale indicates that the individual hadn’t had a very good experience and won’t recommend it to your business. The rating 7 and 8 may appear very high on scale but they refer to a neutral response. However, if you manage to get a rating of 9 and 10, it is where you can certainly say that your business would be recommended.

Maintaining a good NPS score is very important for your business. You can deduct the negative responses, coming from 0 to 6, from positive responses, rated at 9 and 10, to attain the rating.

Customer effort score

The customer effort score determines how easy is it for a customer to interact with your business and complete a task. Whether it is about getting in touch with a representative or making a purchase, CES helps you in noting the problems in the flow of your customer experience. 

Calculated at a scale of 1 to 7, you begin by asking individual how much effort it took to accomplish a task. Considering the scale, 1 refers to extremely easy whereas the 7 indicates extremely difficult. If you get a rating of 1 or 2, it means that the process is easy. However, if it falls around 5 and 7, it is difficult and you must take measures to make it smoother. Getting a rating anywhere in between the two verdicts can be taken as neutral.

The net CES score is evaluated by deducting the % of difficulty from the % of easy rating. Some people say that it is alright if they are getting a neutral response. However, you have to be very careful with the CES and assure that it is easy for a person to interact with your business and get a task accomplished.

What else?

A few other metrics you might want to measure with customer satisfaction survey can be conversion rate, repeat customer rate, and customer satisfaction. Make sure that whatever methods you choose you to weigh its pros and cons. Don’t forget to check the limitations of qualitative research before you begin.

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