Jun 29
Key metrics to measure customer experience (CX) in your business
June 29, 2021
By María Rosa Puras, Insight Marketing Touch, LLC
Have you ever wondered if your business could benefit from a better customer experience?
According to Peter Drucker, an author and business administration consultant: “What is not measured can’t be improved. What is not improved, degrades.” All businesses benefit from knowing consumers’ expectations and feelings to create the best customer experience. Also, businesses that monitor and measure consumer experience discover how they can improve it and grow their profits. Your business can follow the lead of large organizations like Disney, Amazon, and Starbucks. Design experiences that positively surprise your customers and you will earn loyalty and income.
How do you measure customer experience in your business?
The customer is the core of the customer experience (CX) practice. This discipline discovers what consumers expect, as well as what they do, think, and feel in each interaction with a business. But how does a business obtain this information? It’s simple: by asking customers.
Any company can add this practice to its business model. There are solutions for all budgets. The simplest is to maintain direct communication with your customers. Listen to them and show them that their opinions and experiences do count.
In the customer experience practice, everyone is different and so should the service. A business segments its customers according to their expectations. Then designs the experience that meets and exceeds expectations at all touchpoints (corporate phone, customer service, website, mobile app, communication, offers, physical and virtual premises, buying process, shipping, delivery, installation, etc.).
The next step is measuring. Customer experience programs’ key metrics are divided into those associated with:
- Voice of customer
- Voice of process
- Voice of employees