Monitoring the customer experience: the key to business success
Companies must analyze data on customer interactions in real time if they want to achieve excellent results. Evaluation should be carried out on each channel and at each stage of the pathway so that no opportunity is missed to achieve broader involvement. Carefully monitor the customer experience is crucial to a brand’s success.
Carefully study the customer engagement allows a detailed understanding of the nature of the relationship that unites businesses and customers, parameterizing in detail the degree of spontaneity, consumer engagement, and the type of relationship between customer engagement and sales. Measuring a few key indicators allows companies to understand where to initiate improvement action, avoiding wasting energy and resources on projects that will not bring significant change.
Customer satisfaction: the ultimate goal of companies
A company must evaluate the
through surveys and interviews, as well as
measure loyalty and the risk of abandonment
(churn) of a customer through customer retention rate and repet purchase rate. Other relevant indicators are those that determine the A customer’s predisposition to recommend a product or brand.
Companies must also give strong consideration to metrics that measure the quality of products and services. In addition, it is necessary to assess the
employee satisfaction and engagement
, so as to understand how to motivate the workforce to promote the brand, as the impact of “employee experience” is increasingly relevantvant on the customer experience.
Companies need to take a proactive approach to intervene at the moment the customer is having their experience, with the aim of improving it. All areas of an enterprise must be involved in this process so that
customer experience management moves the entire brand toward a focus based on customer centricity
and their experience rather than the product as such.
How to evaluate a customer's satisfaction? Benchmark metrics
- Customer satisfaction score (CSAT). This parameter measures whether a product or service meets customers’ expectations. It is calculated by the equation “expectations – performance = satisfaction.”
- Customer effort score (CES). This metric calculates the effort a given customer makes during a brand interaction. It is usually used in contact centers to identify the resources spent by a user to solve a problem.
- Net Promoter Score (NPS). What is the likelihood that a consumer will speak well or poorly of the brand? It therefore helps to identify promoters and detractors, with the associated possibility of generating positive or negative word of mouth.
- Easy on doing business (EODB). Commonly employed by B2B companies, this metric measures the difficulty of interacting with the company in general.
- Star rating. Extremely popular in online reviews, it allows users to be asked to rate their experience. It can be accompanied with an open-ended question that allows for further investigation of the reasons for the score awarded.
- Usability. This index assesses user experience and indicates the ease of use of a product or service.
- Completion of the activity. An extremely popular metric for evaluating digital customer journeys, it measures a consumer’s ability to successfully complete the task he or she wanted to do.
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