learn the essential customer experience metrics for your brand
TRANSCRIPT
Learn The Essential Customer Experience Metrics For Your Brand
Today, customer experience measurement has reached
mainstream acceptance and its adoption is the result of proven
experimentation by the many pioneers of online customer
satisfaction research. One of the most important decisions for
customer experience could be the metrics selection and so today
we bring four of the most widely leveraged and useful customer
experience metrics: Customer Satisfaction, Net Promoter Score,
Visitor Intent, and Task Completion.
Customer Satisfaction
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Customer Satisfaction is an essential metric in measuring and
managing the customer experience over time. It is used to
provide a baseline measurement of performance, identify change,
and understand key drivers to set and align priorities at an
organization level.
Customer Satisfaction can be broadly divided into 3 keys areas
and they are:
Customer Journey consistency:Consistency on the most common
customer journeys is an important predictor of overall customer
experience and loyalty.
Emotional consistency: A positive customer experience emotion
effuses a feeling of trust which is the biggest driver of satisfaction
and loyalty in a majority of industries
Communication consistency: A critical aspect of delivering
promises made to the customer is also ensuring customers to
recognize the delivery of those promises. This requires proactive
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communications and key messages consistently highlighting
delivery.
How to collect Customer Satisfaction
There are many questions and groups of questions that you can
ask to gauge customer satisfaction such as Speed and Quality of
Service, Complaints, etc.
You can ask for an overall experience question.
Overall experience is the ideal dependent variable for
multiple regression analysis of attributes of the experience
that can be used to determine independent drivers of
satisfaction.
Net Promoter Score
Net Promoter Score (NPS) provides a read on how your customers
feel about your company.
One of the biggest advantages of the NPS is its simplicity, while
still being relevant to all levels and functions of an organization.
Net Promoter Score, or NPS, measures customer experience and
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predicts business growth. This proven metric transformed the
business world and now provides the core measurement for
customer experience management programs the world round
How to collect the Net Promoter Score
The Net Promoter Score is derived from asking the following
question –
How likely is it that you would recommend [brand] to a
friend or colleague?
The most accepted method for collecting NPS is using a 0-10
point scale with end point labels. To calculate your NPS,
respondents are grouped in the following categories:
Promoters (score 9-10) – Loyal enthusiasts who will keep
buying and refer others, fueling growth
Passives (score 7-8) – Satisfied but unenthusiastic customers
who are vulnerable to competitive offerings.
Detractors (score 0-6) – Unhappy customers who can
damage your brand and impede growth through negative
word-of-mouth.
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Then by subtracting the percentage of Detractors from the
percentage of Promoters you arrive at your Net Promoter
Score, which can range from a low of -100 (if every
respondent is a Detractor) to a high of 100 (if every
respondent is a Promoter).
NPS is not without its limitations and critics; however it remains a
useful and simple metric that can be easily implemented.
Visitor Intent and Task Completion
Digital touch points are the most measurable sales and service
channels. With huge amounts of data already existing on what
visitors are doing on desktops, mobiles and tablets. Behavioral
web analytics is a well-recognized form of measuring performance
and provides valuable decision support to help optimize online
channel offerings. However, behavioral metrics like ‘pages
visited,’ ‘time on site’ and ‘conversion rate’ may provide little
insight into the hearts and minds of customers. What’s missing is
the insight gained by listening to actual visitors, as they can
provide the ‘why’ behind the ‘what’. Uniquely, customers can
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provide feedback in the context of their intentions; they can also
let you know whether or not they could complete their desired
tasks.
The introduction of ‘Intent’ and ‘Task Completion’ as key
customer experience measurements represents a ground shift in
satisfaction research, away from periodic and expert analysis of
customer satisfaction studies, towards the ongoing data driven
world of digital analytics.
How to collect Visitor Intent
For collecting Visitor Intent, consider using a ‘Purpose of
visit’ (PoV) question.
“Which of the following best describes your primary
purpose?
A single select format is preferred for the response. Avoid
the use of multiple select options for the response, as this
defeats clear segmentation and complicates analysis with no
real benefit. The main goal is labeling visitor behavior with
their stated intent exposing the ‘why’ behind the ‘what’ of
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behavioral web analytics. The number of possible responses
for a ‘single select’ question is ideally 6 or less.
How to collect Task Completion
For the metric ‘Task Completion’, you can use a binary
response of Yes or No. Labeling customer behavior with
‘Failed Task Completion’ provides a strong signal within the
behavioral data that allows web analysts to easily isolate
and identify issues that need to be addressed.
Applying Insights of Metrics
Tracking and monitoring the visitor experience is often the
starting point for customer-centric campaigns. But if we can make
better, can we recognize visitors’ intent and personalize the
experience by aligning engagements and content to their needs
as they occur.
In essence, this technology creates a strong behavioral signal to
better recognize customer behavior based on ‘stated’ rather than
‘inferred’ intentions. This is the next evolution of customer
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experience analytics scaling for the first time the value of
customer experience measurements to the coverage and velocity
of behavioral data to drive personalization.
Having said that, it is only when the results move to inform
decisions and start being used to personalize the experience in
real-time, metrics can improve the customer experience and
ultimately, increase loyalty and retention.One of the most
important decisions for customer experience could be the metrics
selection and so today we bring four of the most widely leveraged
and useful customer experience metrics: Customer Satisfaction,
Net Promoter Score, Visitor Intent, and Task Completion.
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