Customer Experience Metrics
Today, almost every brand tells us that customer experience is a priority and needs to be improved. But a very limited number of brands offer an excellent experience. While managers are aware of the customer experience, it is not easy to make a rapid change in the corporate culture. Knowing where to start to make improvements can make it easier. You can take the first step by measuring the following metrics from which you can identify areas of struggle.
• NPS – Net Promoter Score
It represents the rate of recommendation on the market, which is actuated from the experience of the customers. It is a fast, clear and comparable standard. ‘Absolutely No’ and ‘Yes definitely’ scale interval is measured on the scale of 10.
(0-6) Detractors: Unhappy customers who can damage your brand through negative word-of-mouth.
(7-8) Passives: Satisfied but unenthusiastic customers who can be seduced by competitive offerings.
(9-10) Promoters: Loyal customers who will keep buying and refer others.
NPS = Promoters – Detractors
• CSAT – Customer Satisfaction
The average satisfaction score that customers rate an interaction with your brand. ‘Very Satisfied’ and ‘Never Satisfied’ scale interval is measured on a scale of 5 or 10. Multiple responses may be required for different stages of the same interaction.
• CES – Customer Effort Score
It refers to the effort that customers show in order to meet a demand. This metric allows you to determine the barriers between your customers and your brand. ‘Very Low Effort’ and ‘Very High Effort’ scale interval is measured on a scale of 5 or 10.
• CCR – Customer Churn Rate
It refers to the ratio of customers -who do not receive your products and services for a certain period- to your active customers. At the same time period; Lost Customer / Active Customer =% CCR. Losing customers is possible, but it should be kept under control.
• IRT – Initial Response Time
It is the average of the period that passed till the first return by taking the customer requests. It is calculated on a channel-by-channel basis for requests that come within a certain time frame. Automatic returns that are shared during a customer contact should not be included.
• AIT – Average Interaction Time
It is the average of the period that spent to resolve customer requests completely. It is calculated by dividing the spending time for total demand to demand number. For improvement, questions such as ‘How much interaction is required within the organization to meet customer demand?’ and ‘Is the customer in touch with the right person?’ are answered.
• FCR – First Contact Resolution
The customer demand is requested to meet at the first contact within a specified time period, so that the second contact is not required. The calculation of it is the proportion of solved requests at the first contact to all terminated requests.
There is not a single metric for any sector, brand and business. It is not matter what you measure, but be sure that you measure things which are important for your customers and be sure that you get the information which makes you to move and you get the information which you can use rithg away.