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How CX Managers should measure digital experience improvements
As the old saying goes, “what gets measured, gets done.” It’s understandable why companies invest heavily in metrics that judge how they effortlessly serve their customers and how ideal the CX is. In most organisations, customer satisfaction has used a measure of customer experience. However, times have changed, and technological advancements have radicalised markets. Below are some of the details on how to measure customer experience along the entire customer journey.
Calculate the net promoter score
Net Promoter Score is a customer satisfaction benchmark that measures how likely a customer is to recommend your business to a friend. It’s one of the primary methods used to measure customer experience. According to Sophia Bernazzani, the former editor of the HubSpot Service Blog and the current head of content marketing at Owl Labs, net promoter score helps you to distinguish between those customers who love, are neutral, and those who are not fans of your brand.
This is usually done by sending a survey to your customers with a scale ranging from 0—10 on how likely they recommend you to a friend.
Scores of 9 to 10 are promoters; 7-8 are passives, while 0-6 score indicates detractors. To determine Net Promoter Score for your business, subtract the percentage of detractor responses from promoter responses. It’s easy to identify the number of customers who are satisfied with your services and have so far become your brand ambassadors from the score. With the right information about CX, you can enhance your system to get detractors and passive customers onboard.
This is usually done by sending a survey to your customers with a scale ranging from 0—10 on how likely they recommend you to a friend.
Scores of 9 to 10 are promoters; 7-8 are passives, while 0-6 score indicates detractors. To determine Net Promoter Score for your business, subtract the percentage of detractor responses from promoter responses. It’s easy to identify the number of customers who are satisfied with your services and have so far become your brand ambassadors from the score. With the right information about CX, you can enhance your system to get detractors and passive customers onboard.
Through customer surveys
One of the best ways to understand your customer’s experience is by talking to them, probably, through surveys. As a business aiming to retain their customers, you should send out reviews and feedback forms during various customer journeys. The studies can include other calculations apart from NPS, such as customer satisfaction scores as well. Questions asked should be concerning user experience or a recommendation for a feature or a new product.
Analysing customer journey analytics
Before you dive into this analysis, you’ll first collect information about your customers’ journey. If you don’t have one in place, you can start with a customer’s journey map.
The map is a visual representation of the process a customer undergoes to achieve their goals within your system and should respond to questions concerning customer needs, pain points, and motivating factors. The journey map is designed to help you understand the various touchpoints a customer experiences on their journey, and it’s fundamental for collecting customer journey analytics.
You will probably want to start with analytics on your website, product reviews, social media, onboarding, ads, company events, surveys, customer loyalty programs, and emails. You can then analyse your customer journey experience by creating a new page dedicated to reporting metrics of various customer touchpoints.
The map is a visual representation of the process a customer undergoes to achieve their goals within your system and should respond to questions concerning customer needs, pain points, and motivating factors. The journey map is designed to help you understand the various touchpoints a customer experiences on their journey, and it’s fundamental for collecting customer journey analytics.
You will probably want to start with analytics on your website, product reviews, social media, onboarding, ads, company events, surveys, customer loyalty programs, and emails. You can then analyse your customer journey experience by creating a new page dedicated to reporting metrics of various customer touchpoints.
Measure CSAT (Customer Satisfaction Scores)
A customer satisfaction score is one of the more straightforward techniques of measuring customer experience for your business. According to Alex Birkett, a growth marketing manager at HubSpot, customer satisfaction score reflects customer satisfaction with a sale, purchase, or business interaction.
All you need is a comprehensive questionnaire for your clients after a purchase has been made. The survey should ask the clients how satisfied they were with the experience and provide a corresponding survey scale for evaluation purposes.
Customer satisfaction scores provide immediate feedback on whether a customer enjoyed their experience or not.
All you need is a comprehensive questionnaire for your clients after a purchase has been made. The survey should ask the clients how satisfied they were with the experience and provide a corresponding survey scale for evaluation purposes.
Customer satisfaction scores provide immediate feedback on whether a customer enjoyed their experience or not.
Interpreting customer support ticket trends
Customer support ticket trends are also another right way to gain more in-depth insight into your customer experience. It helps you weed out any recurring issue that may be a pain for your customers. You can use reports from customer support trends to create more transparent explanations, explainer videos, or offer product tweaks. Customer support ticket helps identify the amount of time taken by a client to get a response from support, an analytic that can be used to improve the customer experience from a customer support perspective.