Whether you have a start-up or a multinational business, to measure customer experience is paramount if you want to have loyal customers and a long-term business strategy.
Net Promoter Score (NPS)
NPS is the most popular indicator for evaluating customer experience. It’s also the simplest. The NPS is measured by asking the question: „How willing are you to recommend the brand/company/product/service X family and friends?”. On a scale of 0 to 10, clients grant a note in accordance with the experience they had. Respondents are groups of sin promoters (awarded notes 9 or 10), passive (awarded notes 7 or 8) or detractors (they gave notes between 0 and 6). The NPS value is calculated as the percentage difference between promoters and detractors. The higher the NPS value, the more experience has been appreciated. If the NPS has a negative value, then most customers are detractors, and the services offered by that brand require urgent improvement.
Customer Satisfaction Indicator (CSAT)
CSAT is a useful indicator because it is based on an immediate reaction of the users of a product or service.
In fact, a lot of companies aim at getting CSAT scores within 30 minutes after customers have used a product or service. CSAT is measured by a survey, usually automated, requiring clients to evaluate an experience by giving a note or rating on a scale of 1 to 5, respectively from „very satisfied” to „not satisfied.
Customer effort Score (CES)
Customer effort score determines the effort required for the client in interacting with a brand/product/service.
This interaction could be a simple one, such as searching for a product or a more difficult one, such as solving a technical problem. The effort is measured by evaluating the answer to the question: „How much effort have you made to solve this problem?”, and answers can vary from „very small effort” to „very high effort”.
CES is a good indicator to measure whether the company’s efforts to reduce the time of serving or solving the customer’s problems are paying off or not. Clients appreciate their time, the speed of the service is more appreciated than the job itself. A study done in 2018 by UP! Our Service Romania shows that 46% of respondents say they are willing to pay more than 10% for superior quality services.
The customer’s feed-back request is more valuable when it is able to convey why they gave a certain note. Open questions help the company identify the interaction points (touchpoints) that require improvement.
Your client has limited time. And wants to spend as little as possible, giving you feedback.
The short and easy measurement process is a goal for most teams dealing with CX. But equally important is to get to customers at the most optimal time through the most preferred channels of it, but we will address this topic in the next article.