How to measure customer experience
Anything that has to do with emotions, sentiments, and opinions is inherently hard to measure. However, ratings and feedback can help paint a clear picture. And by focusing on key touchpoints you can narrow down the scope of the feedback to get a distilled idea about the impact of the particular touchpoint on a customer’s journey and their perception of experience.
Measuring customer experience starts by determining the touchpoints in a customer journey that you are looking to improve. In the context of service, this can be a customer knowledge base, ticketing system, chat module and so on. To collect feedback at these touchpoints, a survey is the most preferred method. Surveys can be deployed to aid and abet three key customer experience metrics:
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Net Promoter Score (NPS): A measure of the likelihood a customer will recommend your brand, product or service to someone.
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Customer Satisfaction (CSAT): A measure of a customer’s satisfaction with the quality of service delivered at a touchpoint.
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Customer Effort Score (CES): A measure of the amount of effort required to achieve a goal at a touchpoint
Most of these surveys can be deployed using a holistic customer service platform like Freshdesk.
In addition to surveys, you can rely on structured and unstructured interviews with key customers or an assorted sample group to capture feedback related to a touchpoint experience. Interviews are most useful when there has been a major change to some or various aspects of a touchpoint and involved discussions are needed to reveal motivations and moralities behind the interactions thereof.