5 Key Metrics To Evaluate Customer Experience

Monitoring the metrics of the customer experience helps companies better understand users and their needs, as well as the progress and ROI of their initiatives.

5 Key Metrics To Evaluate Customer Experience

1) Net Promoter Score (NPS)

The NPS is the most widely used metric, and for a good reason: it is simple to use and offers a fairly clear picture of the quality of the experience. Through the Net Promoter Score users are asked the probabilities of recommending the product or service to their family and friends on a scale of 0 to 10.

In general, users who have had a better experience are more likely to recommend the brand. That means that a higher NPS equals greater loyalty and a stronger customer experience. In this way, with just one question, brands can measure a complete experience and see what users think of their brand as a whole.

2) Customer Satisfaction (CSAT)

Customer satisfaction is closely linked to their experience. The CSAT asks users their level of satisfaction with a recent purchase or interaction with the brand. After calling the call center or buying an item online, a user can receive a survey asking about their satisfaction in relation to that specific experience. The CSAT can be easily customized to measure the satisfaction of anything, from a chat with a bot to a store return.

Because it measures a single experience and not the overall experience, the CSAT can help companies track their progress in certain areas and determine others that may need improvement.

3) Customer Effort Score (CES)

The best experiences are those that are easy and do not require effort from users. The CES score uses a survey to ask customers on a scale of 0 to 10 how much effort they had to make to manage their request or query. For example, if they had a question about your bill and easily solved your problem with little effort, they could answer with a score of 1 or 2. However, if solving your problem involved multiple phone calls or chats, your effort response could be more about an 8 or 9.

The ESC measures how much work users have to do to obtain information or to get an answer to their questions. It is only used for specific experiences, not for the full customer experience, which again helps brands see which areas of the customer journey require greater effort and need to be improved.

4) Average Management Time

Users expect their questions to be answered quickly. This is where the average management time comes in. This metric measures how long it takes customers to obtain information and solve their problems. This is one of the few metrics that is used for internal monitoring and not by asking users questions.

In general, a lower average management time equals a better experience because it means that users have obtained help quickly.

5) Visitor Intention

The intention of the visitor asks users what was the main reason to visit a store, website or contact center. To build personalized experiences, brands must understand customers, and that includes knowing why they are consulting the brand. Tracking visitors’ intention is as simple as giving users some options as to why they visited the store or contacted the call center and then track the most common responses at certain times or for specific demographic data.

The intention of the visitor also helps brands to know if there are problems that arise repeatedly or if there are proactive steps that they could take to eliminate the reason why many users contact them. For example, if a large number of customers intend to chat with a company to track their order, the brand could create a self-service option. The intention of the visitor can continue asking if the main reason for the user’s query was finally resolved. That is, if a customer contacted the brand with a question, the follow-up asks if they really got the right information.

Why Evaluate The Customer Experience Metrics In The Call Center?

When the customer experience metrics are tracked, a more complete picture of the users and their interactions with the brand is shown. There are numerous CX metrics that brands can track. These five are the most important and tell the full story of what customers are looking for, if they are happy with the brand and what can be improved.