As customer experience metrics have become a core part of marketing teams’ data strategies, new methods are evolving to make it easier to track these metrics.
The customer experience isn’t just the amorphous perception customers have when they interact with your brand—it’s a real and tangible thing that can be tracked over time. You can use data and metrics to see whether specific initiatives improve or decrease customer satisfaction. Ultimately, your customer experience metrics form the foundation for data-driven strategies that put your customers at the center of your business. If you need tips for how to track customer experience metrics, here are four strategies that can help you get started.
Measure Your Net Promoter Score Over Time
Your net promoter score (NPS) is the percentage of customers who would or would not recommend your company to people they know. We’ve discussed NPSs before in detail. However, in the context of understanding your customer experience metrics over time, tracking your NPS can help you understand holistically how your customer experience is performing. For example, if your NPS rates high and holds steady or improves, that suggests you’re doing well. A sudden steep decline in NPS would suggest that your marketing initiatives need to focus more on the customer experience.
Prioritize a Decline in Customer Churn
The most common metric discussed in customer data is the cost of acquiring new customers. Often, it’s very expensive to acquire a new customer. Therefore, companies are increasingly focusing on retaining the customers they already have. Yet some customer churn (or turnover) is normal in every business. Customers go out of business, their needs change, or your offerings no longer align with your strategic priorities. Getting some churn is often due to issues with the customer experience. By identifying these weak points and shoring them up, you can reduce customer churn and use that change in trajectory to help objectively measure your progress.
Lower Your Customer Effort Score
One metric that’s recently been getting a lot of attention is the customer effort score, which refers to how hard a customer has to work to complete a task such as buying a product, getting information from your business, or even returning a purchase. In many ways, your customer effort score relates directly to the level of friction in your customer journey. By identifying the causes of friction, you can eliminate them and dramatically—and immediately—reduce the effort it takes your customers to complete simple tasks.
Point Check Customer Satisfaction
Many of these metrics look at higher levels of customer satisfaction that businesses should be tracking. For example, overall, do customers love your company and products? Or are they looking to the competition?
The reality is that your customer experience is made up of a thousand little touch points. Develop a feedback loop that lets you check on customer satisfaction at a specific point, such as when wrapping up a customer service call or after making a purchase. These consistent checks can help you understand how these individual touch points are performing and help you see the microlevel effect over time.A strong data strategy is the cornerstone of a long-term, successful customer experience initiative. Learn how to track your metrics over time, and implement these strategies to eliminate barriers to positive relationships with your most important customers.