4 Ways to Measure What Actually Matters to Customers
In this age of customer experience (CX), customers’ perception of your brand trumps everything, and every single interaction can make or break that experience. Most organizations measure their customer experience through customer engagement, but only focus on interactions like web visits, conversions and sales. While these company-centric metrics are important, they overlook a bigger question: What do customers actually care about? To deliver an exceptional customer experience, you must know the answer to that question and build your customer engagement around what really matters to customers. Identifying customer needs reveals how your business can solve them. That is the key to long-term business success. So how can you measure what is important to customers?
LOOK AT CUSTOMER METRICS, NOT COMPANY METRICS
LOOK AT CUSTOMER METRICS, NOT COMPANY METRICS
Many CX teams address the question “How are we (our company) doing?” by examining these key performance indicators (KPIs):
Overall Satisfaction (e.g., “How satisfied are you with the quality of service you received?”) Customer Satisfaction (e.g., “Rate your satisfaction with the customer service representative”) Customer Effort Score (e.g., “Did we make it easy for you to handle your issue?”) Net Promoter Score (NPS) (e.g., “How likely are you to recommend our company to a friend?”)
Overall Satisfaction (e.g., “How satisfied are you with the quality of service you received?”)
Customer Satisfaction (e.g., “Rate your satisfaction with the customer service representative”)
Customer Effort Score (e.g., “Did we make it easy for you to handle your issue?”)
Net Promoter Score (NPS) (e.g., “How likely are you to recommend our company to a friend?”)
These questions are company-centric—asking what result the company’s actions had on the customer. To improve the customer experience, you need to take a truly customer- centric approach by asking questions about what matters to them.
4 WAYS TO TAKE A CUSTOMER-CENTRIC APPROACH 1. SHIFT YOUR PERSPECTIVE You should be asking customers questions that address “How are you doing?” instead of “How are we doing?” Measurement should focus on what customers actually care about—not what you want them to care about. Those priorities are entirely different.