6 Ways to Measure Customer Experience

Ways to Measure Customer Experience

Managing customer experience is one of the most important activities a company can engage in. Here are 6 effective ways companies across the globe use to measure CX.

1. Net Promoter Score (NPS)©

Measuring NPS means asking this question to your customers:

On a scale of 1-10, how likely are you to recommend our product to your friends?

If a customer scores it a 9 or 10, he is a “promoter”. If he scores it 7 or 8, he is “passive”. If he scores it anything less, he is a “detractor”. Subtract the percentage of detractors from the percentage of promoters, and you arrive at your official NPS.

Net Promoter Score is quick, easy to measure and gives a fairly decent insight into the customer’s overall sentiment. Companies use NPS in different ways.

NPS is used to fuel marketing and product development. It helps a company understand why detractors are detractors and promoters are promoters. Some companies use this survey as a forecasting tool for future growth (If your promoters vastly outnumber your detractors, it means you are bound to grow at a fast pace).

To refine your product, it is important to ask “why” after a regular Net Promoter Score survey question. It helps you polish your interaction with prospects and customers, and ultimately reduce churn.

NPS is the most commonly used metric by companies across the world.

2. Customer satisfaction survey (CSAT)

Taking a CSAT involves asking this question to your customers –

On a scale of 1-10, how satisfied are you with our product?

This metric looks at individual interactions that need the most improvement. CSAT is most commonly used after the customer talks to the support center.

An important thing to note while designing a CSAT, is the format. Companies have moved away from a regular text survey, to ask questions on a graphic scale, or even an emoticon scale. Keep your survey as short and interesting as possible. Journey points are a good start to get going with CSAT surveys.

3. Customer Effort Survey (CES)

Measuring CES means asking a question like this:

On a scale of 1-10, how easy was it for you to get your service activated?

A lot of customers consider “effortlessness” as the single most important parameter that defines customer experience. While the absolute numbers vary drastically with the industry (buying a product on amazon.com is much easier compared to buying real estate), this gives you a fair idea of how smooth the customer’s journey was.

4. First response time:

This is the amount of time your brand takes to respond to the customer’s query. The benchmark for this metric varies with the channel (Studies show that 53% of customers find up to 3 minutes a reasonable time to wait for an agent over the phone, 24-48 hours over email and no more than a minute on livechat).

5. Problem resolution time:

This is the actual amount of time taken to fix the customer’s issue. While measuring this, you can also look at how many people the customer had to talk to, before the problem is solved. This is an efficient measure of your support center’s efficacy.

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6. Listening on the world wide web:


Tools such as Google alerts, mention.com and topsy alert you immediately to any discussions on the web about your brand. By monitoring your mentions and responding in real time, you are creating another touchpoint for your brand. It is especially important to pay special attention to mentions from social media platforms.

To understand which metric suits your organisation and how best you can make use of it, please get in touch with Geckolyst.

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