Customer Experience Metrics

Useful survey, you see them all, and often not well applied, just used for historical or cost/availability reasons.  You get what you measure.

Does it matter which customer experience metric you choose?
Alyona Medelyan in CustomerThink.

Are you responsible for measuring the progress in improving customer experience? If yes, I’m sure you needed to come up with a rationale on which metrics to choose for this: Is it an all ubiquitous Net Promoter Score (NPS), the traditional customer satisfaction CSAT, or a more recent invention Customer Effort Score (CES)?

Is one enough or should you implement several metrics? Does it actually matter? Here, we discuss the two arguments: Pro and against.

Why choosing the right metric matters
Choosing the right metric matters to the extent that the metric must be meaningful to the specific customer touchpoint you’re wanting to analyze.

A metric such as the Customer Effort Score (CES), which measures the ease of the experience on a scale from Very Difficult to Very Easy, will be relevant for a touchpoint where the ease of use is the primary driver, for example when setting up a money transfer using online banking.

CES is ideal to use immediately after an interaction with a product that led to a purchase or subscription, or after an interaction with customer service rep to solve a problem. You can also use it to measure the aggregate experience someone has with your brand or product in general.

Your perception of something is your own view or interpretation of something. However, an attitude is closely related to actions or behavior. An attitude is often expressed, through words or behavior – and can be perceived by others. .... "