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While you may be doing everything you can to keep your customers happy, how do you know whether or not it's working? If a customer walks away from their experience with your site feeling underwhelmed, chances are they won't come back.
What is Customer Experience?
Customer experience is the overall perception that a customer has of their interactions with your company, including both online and offline interactions. This perception can be influenced by a wide range of factors, including ease of navigating your site, quality of product information, speed and accuracy of order fulfillment, level of customer service, etc.
The concept of customer experience has become increasingly important in the digital age, as customers are constantly interacting with a wide range of businesses online. And as more and more companies compete for the same customers, it's crucial to understand how you can use metrics to track your customer experience so that you can stay ahead of the competition.
Tracking the Customer Experience
The key to making sure your customer experience is positive and that it's meeting or exceeding expectations is by tracking the metrics that tell you exactly how well you're doing. By using customer experience metrics, you can gain insight into where customers are getting frustrated with your site or where they're having a positive experience.
In this post, we'll cover 4 customer experience metrics you should be tracking to make sure your business is on the right track.
- Customer Satisfaction Score (CSAT)
- Net Promoter Score (NPS)
- Customer Effort Score (CES)
- First Contact Resolution Rate (FCRR)
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Customer Satisfaction Score (CSAT)
There are a few different ways to measure customer satisfaction, but the most common is through a Customer Satisfaction Score (CSAT). This metric is typically measured on a scale of 1-5, with 5 being the highest rating. To calculate your CSAT score, simply take the average rating from all of your customer surveys.
If you don't already have a customer satisfaction survey in place, now is the time to start collecting this data. You can use a tool like SurveyMonkey to create a survey and send it out to your customers after they've made a purchase or interacted with your customer service team.
Net Promoter Score (NPS)
Another popular metric for measuring customer satisfaction is Net Promoter Score (NPS). This metric is calculated by asking customers how likely they are to recommend your company to a friend or family member on a scale of 1-10. Customers who respond with a 9 or 10 are considered "promoters," those who respond with a 7 or 8 are considered "passives," and those who respond with a 6 or below are considered "detractors."
Your NPS score is calculated by taking the percentage of promoters and subtracting the percentage of detractors. This gives you an overall view of how satisfied your customers are, as well as where you need to make improvements in order to drive more sales.
Further Reading:
Customer Effort Score (CES)
While measuring customer satisfaction can be helpful for identifying areas where you need to make improvements, it doesn't tell you whether or not your efforts are actually working. That's where Customer Effort Score (CES) comes in. This metric measures how easy your customers find it to complete common tasks on your site, such as checking out.
This metric is measured on a scale of 1-5, with 5 being the highest rating. To calculate your CES score, take the average rating from all of your customer surveys. If you don't already have a way to collect this data, now is the time to start doing so. You can use a tool like SurveyMonkey or Qualtrics to create and send surveys out to your customers after they've completed an interaction with your company.
First Contact Resolution Rate (FCRR)
In order to make sure your customers are getting the best possible experience, it's important to track how well each touchpoint performs when dealing with issues and complaints. First Contact Resolution Rate (FCRR) is the percentage of issues your team can resolve on the first try.
If you want to improve this metric, start by looking at all of the touchpoints customers use when contacting your company. This will give you an idea of where improvements need to be made and how they affect your FCRR score. You can either create a system for tracking each touchpoint manually or automate the process with tools like Helpshift, which automatically tracks all customer requests from their first contact to resolution.
Tools to Help Measure Customer Experience Metrics
As businesses continue to focus on customer experience and satisfaction, there is an increasing need for effective tools that can help measure these important metrics. Whether you are looking for a simple survey, an advanced analytics platform, or a more specialized tool, there are many options available to help you gather and analyze customer feedback effectively. Ultimately, the key is to find the right tool that meets your specific needs and goals.
Some popular examples of customer experience measurement tools include:
SurveyMonkey
SurveyMonkey is one of the most popular survey tools available and it's quite affordable. It allows you to customize surveys and includes a range of question types, such as multiple-choice, open-ended comments, and rating scales. However, while you can create automated follow-up emails and easy integration with other software, SurveyMonkey doesn't provide an analysis of survey results.
Qualtrics
Qualtrics is a bit more expensive than SurveyMonkey, but it provides more features and options for analyzing survey results. In addition to surveys, Qualtrics also offers customer experience management tools such as UX research, journey mapping, and link analysis. Its intuitive interface makes it easy to create and customize surveys, and the analytics tools can help you identify trends in customer feedback and make data-driven decisions about your business operations.
Qualaroo
If you're looking for a more affordable tool with some of the advanced features offered by Qualtrics, then you might consider using Qualaroo. This tool is easy to use and includes many useful features, such as custom surveys, targeting options (such as segmenting audiences based on traffic source), and analytics tools that provide actionable insights. However, it doesn't offer some of the more advanced features available with Qualtrics, such as UX research or journey mapping.
Medallia
Medallia is a customer experience management tool that offers surveys, feedback collection, and analysis features. It's more expensive than other options, but it includes some unique features such as the ability to capture customer feedback in real-time (via an app or web widget) and sentiment analysis of social media mentions. Overall, Medallia is a powerful tool that can help you measure and understand your customers' needs and satisfaction levels.
Helpshift
Helpshift is a customer experience measurement tool specifically designed for mobile apps and websites. It includes features such as surveys, in-app messaging, feedback forms, and support chats to help you capture customer feedback and improve their experiences with your products or services. However, it doesn't offer the same level of functionality as some of the other tools on this list, such as Qualtrics or Medallia.
How to Use Your Customer Experience Data
Once you've started collecting customer experience data, it's important to understand how to use it effectively.
To start, take a look at which touchpoints are performing the best and which ones need some work. From there, create a plan for improving your weaker touchpoints based on what your customers actually want.
You may also find that certain aspects of your business have a stronger impact on customer happiness than others. For example, if you notice that your FCRR is much lower than usual after launching a new checkout process or website redesign, this could be an indication that these changes negatively impacted the user experience and caused more issues than usual.
Lastly, don't forget about the power of using customer quotes and stories to show the human side of your data. This can be a great way to connect with your customers and show that you're committed to making their experience better.
Conclusion
While measuring customer experience can be a complicated process, it's important for any eCommerce company that wants to grow and succeed. By tracking key metrics such as NPS, CES, and FCRR, you can gain valuable insights into how well your customers are being served and what areas of your business need improvement. For best results, use this data to create actionable plans for improving your weaker touchpoints and showing the human side of your business.
By Alla Elfimova
Director of Marketing. Ex-Publicis, Ex-Millward Brown. 10+ years of experience in Retail, Technology, Telecom, Media & Entertainment industry verticals, driving growth for the brands like Samsung, Verizon, Kohl’s, Twitter and Coca-Cola.