Customer Experience Metrics That Change The Whole Picture
Customer experience (CX) has always been integral to a business’s success. With this in mind, businesses worldwide have invested substantial resources into measuring CX in their contact centres in order to effectively manage their customer interactions.
CX measurement has evolved rapidly, and the ways in which businesses improve customer experience has been heavily debated. What factors actually contribute to exceptional customer experience? And how can they be measured accurately? First, let’s break down three different approaches to measuring CX:
- The traditional approach focuses on how the business’s employees, processes and technology are performing within a customer interaction. For contact centres, metrics include average handle time (AHT), first contact resolution (FCR) and quality scores determined by a set of standardised interactions.
- The modern-day approach, and one that’s adopted by many businesses, is that the customer’s point of view of the interaction is the best representation of CX, and therefore metrics that measure customer feedback are the most reliable.
- Another debated approach is the direct link between fulfilled employees and better customer experiences, and therefore, the management of staff engagement is crucial in improving customer touchpoints.
Operational efficiency metrics still play an important role in contact centres. However, the centres that understand the value of customer feedback and staff engagement often become leaders in customer experience. Here are the CX metrics that have changed the whole picture for contact centres.
Net Promoter Score (NPS)
The Net Promoter Score has become one of the most utilised customer experience metrics worldwide. NPS measures customer loyalty based on a simple question: “How likely are you to recommend X to a friend?”.
Customers rate their likelihood on a Likert scale from 0 (not likely) to 10 (very likely). The rating is then followed by an open-ended question box for customers to provide further reasoning behind their given score if they wish.
NPS is short and simple for customers to complete, while also providing businesses with an accurate measurement of loyalty that they can track and benchmark.
Customer Satisfaction (CSat)
Similar to NPS, CSat is a favourable CX measure among contact centres because of its simplicity, easy execution and rich insights.
Customer satisfaction is a metric that scores how satisfied your customers are after an interaction with your contact centre based on the question: “How would you rate your overall experience with X?”.
Customers then score their experience on a Likert scale from 0 (very dissatisfied) to 10 (very satisfied), followed by an open-ended text box for additional feedback.
Employee Satisfaction & Engagement
Your customers interact directly with your contact centres, so it makes sense that agents influence customer experience significantly.
Agents that are supported by their leaders and are given opportunities to develop their skills and grow within an organisation are more likely to invest in the work they produce, and in turn, create better experiences for customers.
Contact centres shouldn’t rely on their quarterly company surveys to provide an accurate representation of employee satisfaction, your agents want to feel heard regularly.
For a timely measure of employee engagement and satisfaction, contact centres should adopt metrics such as Employee Net Promoter Score (ENPS), Employee Satisfaction Score (ESat), 360 Degree Feedback and interviews at different stages of the employment lifecycle to gain comprehensive insights. These stages include:
- During the onboarding, induction & training stages.
- Periodically throughout the employment.
- After leadership, process, or structural changes within the organisation.
- At exit interviews or changing of positions.
Start Implementing New Ways To Measure CX
There are plenty of customer experience metrics that we could add to our list. However, no two contact centres are the same, and the approaches you take to measure CX depends on your industry, the structure of your business, and how it interacts with customers.
The best way to determine the best performing customer experience metrics for your contact centre is to start testing and exploring your options. The key takeaway we want you to have is to start measuring.
It’s no secret that investing in CX requires patience and discipline by facilitating change in your business, however, it’s not only rewarding for your customers and business, but for your reputation as a leader in the industry.
Get Expert Advice On Your CX Management
At Great Outcomes, we provide contact centres with the expertise and systems needed to effectively manage their CX for future success.
Depending on whether you’re looking for a review of your current CX measures or implementation of a new system, it’s important to have an internally approved approach in place before seeking assistance. Additionally, we’ll ask for your objectives and budget requirements in order to provide you with the best-matched solutions for your contact centre.
If this sounds like you, complete the form below to get in touch with us and to learn more about our customer experience management services.