Customers control the success of your company.
They can be your biggest fans or your harshest critics, after all nobody knows more about your business than your customers.
Organizations recognize that in today’s customer-centric commercial world, excellence in customer experience and success in business are closely related to each other.
In Today’s world customers can take their business elsewhere just by simply picking up a phone, clicking on a web link, making a phone call or grabbing a different item from store. So, it is of prime importance to deliver exceptional customer experience for retaining customers and sustaining business. For achieving such level of expertise, it’s crucial to imbibe the practice of effectively measuring customer experience.
Gartner defines Customer Experience Management as “The practice of designing and reacting to customer interactions in order to meet or exceed customer expectations and thus exceed Customer Satisfaction, Loyalty and Advocacy.”
The BIG Question – How to measure Customer Experience in quantitative terms and map them for qualitative analysis?
If you start your journey without a clear direction, you’ll likely veer off course.
As it is said “Until you quantitatively measure the quality of experience delivered to your customers, you simply cannot expect Loyalty and Advocacy in return”.
Tracking indicial metrics of customer experience gives an organization an honest representation of customer’s overall experience and satisfaction.
Every business is different and there’s no single metric that will be the key to success for every organization in every industry. Whatever the organization decides on, it needs to be made sure that they are measuring the things that are most important for their customers, and that they can draw actionable insights from them and put them to use right away.
Organizations are using a variety of metrics for measuring customer experience, like Customer Satisfaction Score (C-SAT), Net Promoter Score (NPS), Customer Effort Score (CES) and the list goes on.
Customer Satisfaction Score (CSAT) has turned out to be the most widely used metric. It is the average satisfaction score that customers rate a specific experience, they had with the organization.
CSAT, may not be a crystal ball for understanding every aspect of customer’s needs, but it is an important indicator of whether a company is growing or slipping.
Once an organization settles on what they want to achieve, they need to short list metrics which work best for them. These metrics will be the stepping stones to reach the ultimate goal.
Over to you!
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