How To Measure Customer Experience To Improve It

by | Jul 11, 2017 | Customer Experience

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Customer experience (CX for short) is a key contributor to your bottom line. Disgruntled customers quickly seek greener pastures. It’s crucial not only to monitor and act on the right metrics for customer experience improvements but to invest in ongoing optimisation.

Here are five ways to make customer experience measurement and iteration more effective:

1.Get Regular Feedback

Some companies fail to ask customers about their interactions, and these are missed CX learning opportunities. Companies that listen well to customers and implement the most requested improvements over time see gains in both customer acquisition and retention.

2.Pay Attention To How You Collect Cx Data

Perhaps you know what customer experience data you want to collect, for example, customer feedback on product satisfaction. But remember to focus equally on how you will acquire usable, detailed customer feedback. A long, impersonal survey is a chore to fill out, for example, and may tip customers towards negative sentiment regarding the effort transactions take. Instead, innovate and keep CX data branded and personalised.

3.Make Your Customer Experience Measurement Dynamic

Don’t simply let a feedback loop continue without any iteration and optimisation. To make sure that you are measuring and acting on customer experience feedback consistently, review strategy in tandem with changes in customer behaviour periodically.

4.Connect Metrics To Goals

‘Vanity’ metrics, metrics that simply tell you how much revenue you’re making or page hits you’re getting, for example, don’t necessarily help you move customers further down your sales funnel. To make customer experience better, connect the metrics you gather to goals that will help you improve the customer experience. Tie customer behaviours to desirable business outcomes. Then you can find connections between customer behaviour patterns and tangible rewards.

5.Share CX Data And Act On It

Once you have all this useful CX data at your disposal, make sure it doesn’t just sit. Review it, share it with relevant employees (and encourage discussion on useful insights between departments to avoid non-cooperation or employee silos). The most successful businesses use CX data to a concrete end, as a tool for both enhancing customer satisfaction and employee engagement.

Do you need help measuring customer experience and implementing uplifting changes? Contact Interact RDT today.

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