Perhaps one of the most frequent questions that I receive as a consultant is precisely the one in the title : how to measure the Customer Experience . It is easy to understand why it is such a key issue for many.
Everyone knows the importance of understanding and measuring the customer experience at the different points of contact that a brand has; The experience is recognized as a factor of enormous influence on the buying behavior and the image of a product or service, as well as having a strong correlation with the growth of any company.
Net Promote Score (NPS)
Since its invention in 2003, the NPS became a standard for customer measurement, it is a tool that provides relevant information about the quality of experiences and the relationship with customers, which allows us to develop a strategy to modify, implement or improve the processes / services that are making noise among our consumers.
It is a simple indicator to obtain what favors its implementation in companies.
With just one question: On a scale of 1 to 10, how likely are you to recommend (company name) to a friend or colleague? With the answers the clients are classified as Promoter, Neutral or Detractor.
Customer Effort Score (CES)
The CES or customer effort indicator emerged in 2008 and, like the NPS, it is calculated through a question asked to measure the quality of the service, although some opinions indicate that the CES has a higher correlation than traditional measurements of satisfaction
How much personal effort has been involved in managing your application with the company? And it responds on a scale where one means very little effort to 7 which indicates a great effort. A high average means that the company in question is making things easy for its customers, while a result tilted down will mean that customers need to do too much on their part when interacting with the company.
The Kano method was created in the 80s, defines three types of main attributes from a Cartesian plane of functionality-satisfaction: mandatory or basic attribute, linear attribute and attractive or charm attribute and generates a Customer Classification Index ( ICC)
It uses two dimensions to evaluate the quality: a) the degree of performance (value delivery) of a product and b) the degree of customer satisfaction that uses it, in order to give a new perspective to the concept of quality used until then, which Evaluate products or services on a single scale from good to bad.
There is no perfect tool to evaluate the experience and satisfaction of the client, it will depend on the objectives and the depth to which we want to reach, the type of tool to be used, but if we do not measure we will not know where we are; The ideal will be to make our clients evangelists of our brand.
Comparative studies, a key tool to improve the customer experience
Comparing with other companies and even getting ideas of what works for them and what they do best is also an enriching experience when it comes to improving our services and results.One of the benchmark comparative studies regarding customer experience is the Forrester Customer Experience Index. This is an annual study that collects the results of more than 150 companies in the United States and defines the customer experience.
At Axtent, we are passionate about interacting and sharing solutions that make it easier to make decisions with confidence. Let’s talk more about it, write us directly.