Customer experience is the buzzword. Brands consider it as their priority as customers are becoming ever demanding and empowered. To remain competitive brands are focused to offer a smooth, streamlined and pleasant experience to their customers. Companies are engaged in outdoing their rivals by meeting and exceeding the expectations of their customers to deliver an amazing level of customer experience. With all the importance given to customer experience, brands are somehow not able to deliver on their promise. But the question that remains is how to measure the customer experience in order to modify and alter the customer experience strategy in line with meeting customer expectations.
Customer Experience Measurement
It is the process of measuring the gains of customer experience efforts at all touch points across the customer journey including all customer actions. However, it is not an easy task to measure customer experience as it is more of qualitative in nature. It is a difficult task for companies to remain customer-focused and hence customer experience measurement helps them to understand the needs of their customers and focus solely on the customers. It helps organization to collect and analyze necessary information for having a better perspective of the customer.
Customer experience measurement helps organizations to know what leads to customer satisfaction and dissatisfaction and thereby take necessary steps towards creating a customer experience strategy. With such information on customer preferences and experience with the brand, companies can work upon meeting the customer’s expectations and improving service quality. Such measurements help companies to measure how their customer experience strategy is performing with respect to their business KPIs.
Key Factors while Measuring Customer Experience
Know Your Customer
The first step to measure customer experience is to have an in-depth understanding of your customers. Companies thus need to conduct customer research in order to get detailed information about their target audience. Such information can help companies to offer personalized and relevant offerings through targeted promotions. Companies with such insights can get to know what customers think about them and can subsequently make changes to their product or service offering for better customer engagement and superior customer experience. Knowing your customer is all about identifying the most important needs and expectation of your customer in order to give them smooth experience and retain them. You can thus create a timeline of your customer’s journey and identify key factors associated with customer experience at all touch points during the journey which shall help you in assessing and measuring your CX strategy.
Identify All Touchpoints
After analyzing the customer journey and mapping the entire customer experience, the next step is to identify all the touchpoints. These touchpoints are the moments of truth for your customers as they imprint your brand in the minds of the customer. You will need to develop metrics that specifically measures the performance of each touchpoint. These touchpoints offer you an opportunity to improve customer experience. However, it is important to note that no touchpoint will be completely perfect, and it will need continuous improvement. You will have to identify areas which needs focus along the customer journey. If you want to map the journey of your customers, you can make use of various customer mapping tools.
Work Upon Key Problem Areas
After identifying all the touchpoints, the next step is to identify the key problem areas. Working on them is very important to avoid losing the potential customers. Identify and categorize all the problems and develop creative CX solutions to address each one of them. Problem areas must be analyzed and resolve in a systematic manner.
Choose the Right CX Metrics and Measuring Them
After you have focused on knowing your customer, identified all touchpoints to improve customer experience and started working on problem areas, you will now need to start the task of measuring the outcome of your efforts by selecting the right customer experience metrics to analyze your performance. The objective of every prominent CX metric is to track whether your solutions, aligned with your CX strategy, to address the problem of customers are actually working. And if not, how can you then improve your efforts in this direction. You will thus need to collect data about the different metrics employed by you and collect insight on a regular basis. The focus will always be to continuously improve your customer experience efforts with preset targets and goals. Without an efficient CX measurement you can now determine the impact of your CX strategy and reassess the same for any shortcomings and improvements. Some of the effective and popular CX metrics used for measuring CX include Net Promoter Score, Average Handling Time (ART) / First Response Time (FRT), Customer Satisfaction Score (CSAT) and Customer Effort Score (CES).
To read more about CX measurement metrics, please follow our article on: Top 4 metrics to measure your customer experience
Finally, your CX measurement effort should help you asses the customer satisfaction, visualize the customer journey, the important interactions at all touchpoints, the key drivers of customer loyalty and the right direction and efforts towards improving your CX strategy and efforts.
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Customer experience measurement helps organizations to know what leads to customer satisfaction and dissatisfaction and thereby take necessary steps towards creating a customer experience strategy