learn the essential customer experience metrics for your brand

Learn The Essential Customer Experience Metrics For Your Brand

Today, customer experience measurement has reached

mainstream acceptance and its adoption is the result of proven

experimentation by the many pioneers of online customer

satisfaction research. One of the most important decisions for

customer experience could be the metrics selection and so today

we bring four of the most widely leveraged and useful customer

experience metrics: Customer Satisfaction, Net Promoter Score,

Visitor Intent, and Task Completion.

Customer Satisfaction

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Customer Satisfaction is an essential metric in measuring and

managing the customer experience over time. It is used to

provide a baseline measurement of performance, identify change,

and understand key drivers to set and align priorities at an

organization level.

Customer Satisfaction can be broadly divided into 3 keys areas

and they are:

Customer Journey consistency:Consistency on the most common

customer journeys is an important predictor of overall customer

experience and loyalty.

Emotional consistency: A positive customer experience emotion

effuses a feeling of trust which is the biggest driver of satisfaction

and loyalty in a majority of industries

Communication consistency: A critical aspect of delivering

promises made to the customer is also ensuring customers to

recognize the delivery of those promises. This requires proactive


communications and key messages consistently highlighting

delivery.

How to collect Customer Satisfaction

There are many questions and groups of questions that you can

ask to gauge customer satisfaction such as Speed and Quality of

Service, Complaints, etc.

You can ask for an overall experience question.

Overall experience is the ideal dependent variable for

multiple regression analysis of attributes of the experience

that can be used to determine independent drivers of

satisfaction.

Net Promoter Score

Net Promoter Score (NPS) provides a read on how your customers

feel about your company.

One of the biggest advantages of the NPS is its simplicity, while

still being relevant to all levels and functions of an organization.

Net Promoter Score, or NPS, measures customer experience and


predicts business growth. This proven metric transformed the

business world and now provides the core measurement for

customer experience management programs the world round

How to collect the Net Promoter Score

The Net Promoter Score is derived from asking the following

question –

How likely is it that you would recommend [brand] to a

friend or colleague?

The most accepted method for collecting NPS is using a 0-10

point scale with end point labels. To calculate your NPS,

respondents are grouped in the following categories:

Promoters (score 9-10) – Loyal enthusiasts who will keep

buying and refer others, fueling growth

Passives (score 7-8) – Satisfied but unenthusiastic customers

who are vulnerable to competitive offerings.

Detractors (score 0-6) – Unhappy customers who can

damage your brand and impede growth through negative

word-of-mouth.


Then by subtracting the percentage of Detractors from the

percentage of Promoters you arrive at your Net Promoter

Score, which can range from a low of -100 (if every

respondent is a Detractor) to a high of 100 (if every

respondent is a Promoter).

NPS is not without its limitations and critics; however it remains a

useful and simple metric that can be easily implemented.

Visitor Intent and Task Completion

Digital touch points are the most measurable sales and service

channels. With huge amounts of data already existing on what

visitors are doing on desktops, mobiles and tablets. Behavioral

web analytics is a well-recognized form of measuring performance

and provides valuable decision support to help optimize online

channel offerings. However, behavioral metrics like ‘pages

visited,’ ‘time on site’ and ‘conversion rate’ may provide little

insight into the hearts and minds of customers. What’s missing is

the insight gained by listening to actual visitors, as they can

provide the ‘why’ behind the ‘what’. Uniquely, customers can


provide feedback in the context of their intentions; they can also

let you know whether or not they could complete their desired

tasks.

The introduction of ‘Intent’ and ‘Task Completion’ as key

customer experience measurements represents a ground shift in

satisfaction research, away from periodic and expert analysis of

customer satisfaction studies, towards the ongoing data driven

world of digital analytics.

How to collect Visitor Intent

For collecting Visitor Intent, consider using a ‘Purpose of

visit’ (PoV) question.

“Which of the following best describes your primary

purpose?

A single select format is preferred for the response. Avoid

the use of multiple select options for the response, as this

defeats clear segmentation and complicates analysis with no

real benefit. The main goal is labeling visitor behavior with

their stated intent exposing the ‘why’ behind the ‘what’ of


behavioral web analytics. The number of possible responses

for a ‘single select’ question is ideally 6 or less.

How to collect Task Completion

For the metric ‘Task Completion’, you can use a binary

response of Yes or No. Labeling customer behavior with

‘Failed Task Completion’ provides a strong signal within the

behavioral data that allows web analysts to easily isolate

and identify issues that need to be addressed.

Applying Insights of Metrics

Tracking and monitoring the visitor experience is often the

starting point for customer-centric campaigns. But if we can make

better, can we recognize visitors’ intent and personalize the

experience by aligning engagements and content to their needs

as they occur.

In essence, this technology creates a strong behavioral signal to

better recognize customer behavior based on ‘stated’ rather than

‘inferred’ intentions. This is the next evolution of customer


experience analytics scaling for the first time the value of

customer experience measurements to the coverage and velocity

of behavioral data to drive personalization.

Having said that, it is only when the results move to inform

decisions and start being used to personalize the experience in

real-time, metrics can improve the customer experience and

ultimately, increase loyalty and retention.One of the most

important decisions for customer experience could be the metrics

selection and so today we bring four of the most widely leveraged

and useful customer experience metrics: Customer Satisfaction,

Net Promoter Score, Visitor Intent, and Task Completion.


learn the essential customer experience metrics for your brand

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