We all know that customer experience is essential for the long-term success of a business. Providing positive customer experiences allows a business to not only attract clients and forge connections. It also lets you keep customers engaged and coming back for more.
In order to be certain that your business is effectively delivering a high-quality customer experience, it is important to keep careful track of your customer experience metrics.
Customer experience metrics are, essentially, ways to gain an understanding of how satisfied your customers are. Additionally, you also gain an understanding of how many of them are return clients and figure out ways you can improve overall, as a business.
There are many ways out there to track and measure how satisfied your clients are. Many businesses make the mistake of focusing solely on what their team is doing to improve the overall brand, rather than looking at what their customer is experiencing and the specific factors that play into their loyalty to your brand.
A great way to start is by investing in three primary customer experience metrics including Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES).
Net Promoter Score (NPS)
As a business owner, your goal is to have customers that are not only satisfied with their own personal experience with your brand, but choose to share their positive experience with other people. Regardless, whether that be through word of mouth or online.
Unfortunately, this isn’t always the case. The Net Promoter System is essentially a way of dividing all your customers into three separate categories – promoters, passives, and detractors.
Your goal is to have primarily promoters, i.e. satisfied, enthusiastic fans. These are the people that had an amazing experience with your brand and can’t wait to tell everyone about it. They may show their appreciation by writing you an excellent review on your website or social media page.
Or, perhaps, they’ll recommend your brand to their colleagues or friends, drawing in more business for you and growing your customer base.
The second group of people are known as the passives. These are the people that are reasonably satisfied with their experience, but certainly not ecstatic. They probably won’t refer others to your company and may or may not choose to make a return purchase in the future.
The detractors are who you want to avoid. These are the people who are not pleased with their experience. They may slam you on social media or warn others not to do business with you. Their criticism can harm a company’s reputation and stunt growth.
To determine your overall Net Promoter Score, you would ask customers how likely they are to recommend your company to a friend.
They would be told to express their answer by choosing a number on a 0-10 rating scale, with 0 being not at all likely and 10 being very likely.
Your detractors will make up the 0-6 group, while passives are between 7-8 and your promoters are 9-10. Upon accumulating this data, you simply calculate the percentage of promoters minus the percentage of detractors.
Looking for a quick and ready-to-use Net Promoter Score template?
Through embedding an NPS survey in your emails or on your website, you can get an accurate representation of how satisfied your customers are.
Customer Satisfaction Survey (CSAT)
A customer satisfaction survey is a simple and straightforward method to determine how pleased your customers are with your brand.
You likely get presented with this type of survey on a fairly regular basis, whether it be when you download an app on your phone, order food, or stay in a hotel.
Looks familiar, right?
The CSAT question typically asks a customer how satisfied they were with their experience on a scale of 1-3, 1-5, or 1-7, 1 being worst and 7 being best.
It really is! That simplicity also tends to provide the highest response rate out of other metrics, because of how easy and quick it is for a customer to answer.
In an effort to encourage customers to respond to CSAT surveys, most tools spice things up by using stars or smiley faces to create their rating scale.
Like in the simulator below:
Last, but not least…
Customer Effort Score (CES)
The Customer Effort Score is a way of measuring a customer’s experience with a product or service and ease of use.
Did they achieve their desired results when using your product or service? Was it challenging for them to use, or did they have questions regarding the use of the product?
If so, how well did you and your team offer assistance and answers to their questions?
This metric is typically presented on a rating scale just like the customer satisfaction survey. It may be presented immediately after an interaction with your customer service team or perhaps after a phone call they had with your brand.
If the metric is something new to you, we recommend you give our easy-to-use Customer Effort Score survey template a go and see for yourself.
The question asks how effectively your team answered their inquiry or solved their problem.
For example, it could say ‘Customer service made it easy to handle my issue,’ and they would choose a number between 1 and 7, one being “strongly disagree” and 7 being “strongly agree”. All in all, very important customer insight!
To conclude, customer experience metrics don’t have to come in the form of lengthy surveys. They can be just as effective when narrowed down to one ultimate question that takes only a second or two to fill out.
Invest in practicing these simple metrics so you can have a better understanding of how to serve your customers, ensure that they will promote your brand, thus allowing you to successfully grow as a company.