Customer experience measurement is the practice of measuring customer experience – which includes all customer actions – at all “touchpoints” throughout the customer journey.
What is a touchpoint in customer experience?
A touchpoint is any interaction a customer has with your business: a phone call, a website visit, an email, a shipment – any time a customer “touches” your business. The only way we can get a better understanding of customers and their needs is by measuring the customer experience. Not only does measuring customer experience enable you to cater to customers’ expectations, it also lets you measure how effective your customer experience strategy is.
How to measure the customer experience (CX)
Designing a great customer experience is only the first part — you must actually deliver on that experience, and then measure your CX satisfaction to make sure you’re delivering a great CX for your customers.
Highlight all touchpoints
Study your customer’s journey from beginning to end, and sketch the whole customer experience according to the customer’s point of view. Select the touchpoints that are defining moments for the customer, and establish metrics for every touchpoint, or metrics that specifically evaluate each touchpoint’s performance.
Understand your customer
When you understand your customers, you can think like them, and can offer products and services to better engage them and provide excellent experiences. It’s important to know their greatest needs and expectations — what makes them happy and what you should continue doing to retain them. Draw a map by creating a timeline of the customer’s journey and defining what is essential at each touchpoint along the journey.
Solve the key problem areas
Once you’ve identified all the touchpoints, highlight the key areas of concern and start working on them systematically. Identify and highlight each problem, and come up with solutions that will specifically address these problems.
Select the right metrics
When you have all the important touchpoints and have found solutions to key problem areas, you’re ready to start measuring the results of your efforts. To do this effectively you need to choose the right business metrics to analyze. Here are a few common customer experience metrics you can use:
- Net Promoter Score (NPS): The NPS is an index that ranges from -100 to 100 that indicates how willing a customer is to recommend a company’s products or services to others. It divides customers into three categories: Promoters (loyal + satisfied), Passives (satisfied + unenthusiastic), and Detractors (unsatisfied + unenthusiastic). First Contact Resolution
- (FCR): FCR gives an indication of how well you resolve customers’ support requests the first time by tracking the number of interactions in a case. Tracking your FCRs helps you see what you can do to keep the average number of interactions low.
- Customer Satisfaction Score (CSAT): CSAT is the average score awarded to your brand according to customer answers on a survey. Small businesses use CSAT scores to determine how satisfied customers were with specific products or services.