10 Do’s and Don’ts of Customer Experience Measurement
More than 4 in 5 of brands now expect to compete based on the Customer Experience (CX), according to Gartner. The need for brands to excel at customer experience measurement has never been greater.
But what makes for a successful CX measurement program?
A successful CX measurement program should give brands the insights they need to design customer-centric experiences that help them stand out from the pack.
CX measurement programs are not one-size-fits-all. They will be different for every brand, depending on their specific needs. However, there are still some guidelines that can help form the foundation of any successful initiative to measure the Customer Experience.
Here are ten Do’s and Don’ts you can follow to set your CX measurement program up for success. Also, be sure to check out our Definitive Guide to Customer Experience in 2020, which goes into each of these items in more detail.
DO be curious about your customers’ experiences
A CX measurement program only goes as far as you do. A sense of curiosity should always drive this program. There needs to be a desire to get the story behind the KPIs – to want to learn more about customers and their experiences with your brand.
DON’T assume to know what your customers are thinking
Your customers are complex, and their behaviors even more so. It is risky to assume what your customers want, need, expect, and prefer at any given point the customer journey.
To improve the Customer Experience, you should always be customer-centric in your decision-making. A successful CX Measurement program helps you do that by helping eliminate the need to make assumptions about customers and their experiences with your brand.
DO engage customers on all your touchpoints
Whether they are on your website, reaching out to your call center, or visiting your store in person, your customers’ experience will be different on each of these channels. However, each experience can have a significant and lasting impact on your bottom line. Understanding these nuances and differences in experience across all your touchpoints is critical to designing great CX.
With the help of a Voice of the Customer solution, a CX Measurement program should measure the experience and collect customer feedback wherever these interactions can occur, lest you miss out on some key insights.
DON’T engage all your customers the same way
How you engage customers for their feedback matters. The type of feedback you collect using an invitation-based website survey will be different than the feedback you get from a more passive comment card, for example. When choosing how to measure customer experience, make sure to use the right approach for the right goals. We dive deeper into this topic in our Definitive Guide to CX in 2020.
DO engage customers at key moments in the customer journey
The best time for customers to share their feedback about their experience is while it is still fresh in their minds. Waiting too long to ask for their feedback could result in forgetting some of the more specific details that made the experience so great (or awful). Feedback collected in the moment of truth is the type of feedback brands need to improve the CX when it matters most.
DON’T take the survey experience for granted
Brands strive to offer excellent, intuitive, positive website experiences that help customers convert. The survey experience should be no different. It should be easy for customers to share their feedback – it should not feel like a chore for your customers. Otherwise, your survey response rates can suffer. Remember, your customers can drop out at any point in the survey and leave you empty-handed without any insights about their experience.
DO measure all along the customer journey
What your customers need and expect changes as they travel along every stage of the customer journey. They can sometimes even change depending on the channel they use to interact with your brand. A successful CX measurement program covers all the bases by measuring the experience at each stage of the journey, from awareness to conversion to advocacy, on all your touchpoints.
DON’T forget about other sources of customer feedback
Survey feedback is a valuable source of first-party insights about your CX. At the same time, brands should also make sure not to neglect any customer feedback publicly-available elsewhere. When combined with your survey feedback, third-party sources of feedback like customer reviews and social media posts can also help provide targeted insights into your CX.
DO take the security of your feedback seriously
Data security is critical. Your customers are taking the time to share feedback about their experience, often in their words. When measuring customer experience, make sure you have the measures in place to meet the stingiest data security requirements to respect and ensure the security of customers’ feedback and information.
DON’T let your feedback collect dust
Customer feedback and CX metrics have no value sitting in a database. You need to mobilize this data, and get it in the right hands at the right time, so they can act on it when it matters most.
That can include:
- Using it to inform existing customer journey maps
- Sending qualified feedback to your support team to close the feedback loop as soon as possible.
- Injecting it in your internal dashboards alongside other relevant metrics
- Integrating it with different marketing technologies
Managing the customer experience is an organization-wide initiative. Measuring CX and getting the right insights in front of key stakeholders not only helps them make more customer-centric decisions, but increase the value of your CX Measurement program.
Bonus – DO download our Definitive Guide to the Customer Experience in 2020
In our latest eBook, The Definitive Guide to the Customer Experience in 2020, we show how you navigate each of these Do’s and Don’ts so you can successfully measure and take on the Customer Experience in the new year.
This 55+ page eBook includes best practices and tips for measuring the Customer Experience, and how you can get the most out of your CX measurement efforts.
This article was originally published on iperceptions.com.
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