CX measurement

4 min read

How to measure your customer experience success

Measuring CX success can be tricky, as customer wants and needs are changing all the time. However, we believe that CX metrics should be focused around the progression of people through the journey. 

Are people going through the cycle faster? More smoothly? How quickly are they, unbeknown to them, completing the various goals you have curated through your social media strategy, website analytics and email marketing? With this in mind, here are some key tips for measuring success:

Set targets around what customers care about the most.

Not sure what that is? Survey them, carry out interviews, curate helpdesk information. Then set your goals around these KPIs. 

Use measurable metrics

Set yourself measurable KPIs that can measure the impact of customer experience, for example – increasing customer lifetime value, reducing customer churn, and using more traditional metrics like email click-through rate.

Ease of doing business

How easy is it for someone to interact with your brand? Also known as a Customer Effort Score, this data is usually collected by a review or survey format. Also see the NPS (Net Promoter Score) – a gauge of how likely customers are to recommend you.

Track sentiment

Consider voice of customer tools that measure how customers are feeling, measuring the sentiment on forums, blogs and social media.

Don’t forget customer retention

This is a huge part of your CX success story. We’ve already covered Customer Lifetime Value; in a B2B context, your personalisation and nurturing efforts should all push to increase renewals and reduce customer churn. 

Top 4 retention tactics for long term CX

  1. Personalisation – what are you doing to convince your customers that you know them? Things like recalling their purchase history, receiving recommendations (e.g. Customers Also Bought…’) and calling them by name all help to reduce churn.
  2. Automated emails – from a simple ‘thank you’, to time and behaviour-related emails, automating messages around customer needs is a proven way to engage customers over time.
  3. Satisfaction surveys – where is your business doing well? How can it service your customers better? Automate quick, simple surveys at scale to get a better understanding of what makes customers happy.
  4. Loyalty programmes – a tried and tested way to get customers to keep coming back. Automation allows you to reward customers at scale by sending messages to those that meet certain criteria. For example: spending a specific amount, recommending to a friend or posting positive reviews.
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