Go Beyond Surveys to Measure Customer Experience

Every interaction a customer has with your business affects how they feel about it. Most businesses continue to only consider high-level metrics like Net Promoter Score or customer churn rate. 

It is time to move past these high-level metrics, which only provide a momentary snapshot of customer satisfaction. The customer experience at each stage of the customer’s journey needs to be examined in detail. 

The process of signing up for your product, for instance, is quite different from the process of dealing with a technical problem. Every second offers the chance to either make their overall experience better or worse. 

You can begin to see how many varied factors affect the customer experience by segmenting your CX metrics into steps of the customer journey. You can delve deeper into the precise moments that require your attention rather than simply focusing on the outcome of a customer journey. 

To achieve this, we are going to develop a framework that makes use of the information you already have about your customers to assess the effectiveness and impact of your CX initiatives. This is how.

Describe the customer’s journey and the “touchpoints” that they encounter

What action or goal do you want your customers to take, you might wonder? Your objectives could be scheduling a demo, getting someone to sign up for your service, onboarding new team members, or even getting a product on time. 

Customers experience several “touchpoints” along their path to a goal during each journey to that goal. For instance, brand-new customers go through your sales process after they identify a business pain point and discover your brand on social media. 

Every touchpoint offers a specific chance to enhance the customer experience. And as you gradually improve each one, you’ll begin to see bigger opportunities and have an impact on how customers perceive your business. 

Establish a success metric for the customer experience at each touchpoint

It’s time to establish success metrics and KPIs for each touchpoint in your customer journey now that you are aware of the steps involved. The guardrails that keep your customers moving in the right direction will be these in-transit signals. 

Think about what customers go through, feel, and do as a helpful exercise in this area. This type of measurement is known as interaction, perception, and outcome metrics. 

Establish automated systems to gather customer feedback

Customers only have a fleeting time to provide feedback. You must keep your process brief and simple to obtain the data you require. 

Use these best practices when requesting client feedback. 

  • Go where they are at. Your clients have preferred media types. Use an omnichannel contact center to maintain the conversations where they want to be rather than forcing them into your flow. 
  • Reach out when it’s appropriate. Understanding your customer’s emotions requires timely feedback. It may, however, cause data to be skewed incorrectly. 

Establish a central dashboard for customer experience

If customer experience data cannot be accessed, understood, and used, it is useless. A sole source of truth and a crucial tool for gauging customer experience is a central dashboard with all your metrics. 

Find a unified communications (UC) tool like Nextiva that combines a service CRM with tools like phone, chat, and video. You gain access to customer conversations along with historical and real-time data in this manner. 

Prepare your customer experience for the future with consistent quality assurance monitoring

You now have a system in place for monitoring customer experience throughout various journeys. Your customers, your company, and your sector are all constantly changing, though. 

The process of measuring customer experience never really ends. Instead, incorporate routine quality assurance (QA) to identify areas for improvement. 

Customer experience data interpretation need not be difficult 

Simpler is frequently preferable when it comes to customer experience measurement. 

Prioritize a single journey, comprehend the in-journey signals to watch out for, and then bring it all together in a single dashboard like Nextiva rather than becoming overwhelmed by customer experience metrics. 

Making meaningful and enjoyable customer connections is made simpler the more unified your data, tools, and software are. 

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