{"id":5479,"date":"2020-07-02T17:23:00","date_gmt":"2020-07-02T17:23:00","guid":{"rendered":"https:\/\/www.walkme.com\/blog\/?p=5479"},"modified":"2020-07-02T17:23:00","modified_gmt":"2020-07-02T17:23:00","slug":"customer-experience-metrics","status":"publish","type":"post","link":"https:\/\/www.walkme.com\/blog\/customer-experience-metrics\/","title":{"rendered":"The Top 5 Customer Experience Metrics: How to Measure Customer Success in the Next Normal"},"content":{"rendered":"\n<p>What do you think results in the failure of 30% of all <a href=\"https:\/\/www.walkme.com\/blog\/ibm-takes-customer-experience-to-the-next-level-with-walkme\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital business initiatives<\/a>?<\/p>\n\n\n\n<p>Poor customer experience.&nbsp;<\/p>\n\n\n\n<p>According to <a href=\"https:\/\/www.gartner.com\/doc\/3708917\/delivering-relevant-content-knowledge-customers\" target=\"_blank\" rel=\"noreferrer noopener\">Gartner<\/a>, if you fail to deliver top CX, your company\u2019s survival is at risk. Demands for better personalization, fool-proof guidance, and sleek UI continue to rise. <a href=\"https:\/\/www.walkme.com\/blog\/deliver-more-value-to-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\">In the Next Normal<\/a>, post-COVID, when nearly every product and service has a digital offering, <a href=\"https:\/\/www.walkme.com\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer experience<\/a> is the ultimate brand differentiator.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img height=\"497\" width=\"1024\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/04\/1200x583_-Leave-No-Customer-Behind.jpg?w=1024&#038;h=497&#038;crop=1\" alt=\"\" class=\"wp-image-7985\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/04\/1200x583_-Leave-No-Customer-Behind.jpg 1200w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/04\/1200x583_-Leave-No-Customer-Behind.jpg?resize=300,146 300w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/04\/1200x583_-Leave-No-Customer-Behind.jpg?resize=1024,497 1024w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/04\/1200x583_-Leave-No-Customer-Behind.jpg?resize=740,360 740w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>To deliver a <a href=\"https:\/\/www.walkme.com\/blog\/asha-aravindakshan-walkme-webinar\/\" target=\"_blank\" rel=\"noreferrer noopener\">seamless customer experience<\/a>, it\u2019s crucial to measure and optimize customer experience metrics. Only then can you discover overlooked pain points \u2014 and better understand how to elevate the customer journey.&nbsp;<\/p>\n\n\n\n<p>Here are the top five CX metrics to see how competitive you are in your market:<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">1. Intent<\/h2>\n\n\n\n<p>Visitor intent measures why users visit a website or page. This metric helps companies:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Find out what users want when they first land on a specific site.<\/li><li>Learn what problems visitors are trying to solve.<\/li><li>Gain insight into audience needs.<\/li><li>Create more relevant websites, products, and content.<\/li><\/ul>\n\n\n\n<p>There are two overarching types of visitor intent \u2013 informational intent and transactional intent. Either the website user visited your page to search for information or the user is in a mindset to buy something.<\/p>\n\n\n\n<p>One way businesses measure intent is through website analytics. <a href=\"https:\/\/www.walkme.com\/blog\/traits-of-successful-leaders-digital-age\/\" target=\"_blank\" rel=\"noreferrer noopener\">Successful business leaders<\/a> utilize this data to learn: the terms that attract users to the site, which pages users visit, and how long users stay on web pages.<\/p>\n\n\n\n<p>The best way to understand the psychology of visitor intent is to ask customers directly. Create pop-up questionnaires, online surveys, and customer polls. When you ask your website visitors a series of targeted questions \u2014 both open and multiple-choice \u2014 you can then answer the \u201cwhy\u201d behind what is motivating their actions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Surveys&nbsp;<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.walkme.com\/blog\/support-training-customer-satisfaction\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer satisfaction<\/a> measures how satisfied customers are with a product, service, or experience with a company.<\/p>\n\n\n\n<p>A recent <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/key-findings-from-the-gartner-customer-experience-survey\/\" target=\"_blank\" rel=\"noreferrer noopener\">survey<\/a> reveals: 81% of marketing managers responsible for customer experience predict their companies will compete on the crux of customer experience by 2019.<\/p>\n\n\n\n<p>However, barely 22% believe their customer experience efforts are exceeding customer expectations.<\/p>\n\n\n\n<p>Especially in an age of <a href=\"https:\/\/www.walkme.com\/glossary\/digitization\/\" target=\"_blank\" rel=\"noreferrer noopener\">digitization<\/a>, where the economy is run by split-second consumer choice, customer satisfaction is essential to growing your business.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img height=\"1024\" width=\"886\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-07-05-at-14.34.00-1.png?w=886&#038;h=1024&#038;crop=1\" alt=\"\" class=\"wp-image-11962\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-07-05-at-14.34.00-1.png 1106w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-07-05-at-14.34.00-1.png?resize=260,300 260w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-07-05-at-14.34.00-1.png?resize=886,1024 886w\" sizes=\"auto, (max-width: 886px) 100vw, 886px\" \/><\/figure>\n\n\n\n<p>Credit: <em><a href=\"http:\/\/surveytemplates.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">www.surveytemplates.org<\/a><\/em><\/p>\n\n\n\n<p>To gauge customer satisfaction, you can provide surveys to consumers at various touchpoints throughout the journey. Ask customers to rate their experience on a scale of 1 to 10 \u2014 and learn what pain points might be red flags for your brand.<\/p>\n\n\n\n<p>By asking your customers \u201cHow satisfied are you with this [experience, product, or service]?\u201d you then have a starting point to boost loyalty.<\/p>\n\n\n\n<p>Follow-up questions can dig deeper, asking for reasons behind the rating or ways to improve the experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Net Promoter Score (NPS)<\/h2>\n\n\n\n<p>A <a href=\"https:\/\/www.netpromoter.com\/know\/\">Net Promoter <\/a><a href=\"https:\/\/www.netpromoter.com\/know\/\" target=\"_blank\" rel=\"noreferrer noopener\">Score<\/a> (NPS) gauges the customer\u2019s overall satisfaction with and perception of a brand. This metric helps businesses assess the loyalty of their customer relationships.<\/p>\n\n\n\n<p>To measure NPS, companies send out a survey to customers asking a single question: \u201cHow likely is it that you would recommend [brand] to a friend or colleague?\u201d<\/p>\n\n\n\n<p>Answers are measured on a scale of 0 to 10, and the higher the score, the stronger the customer loyalty.<\/p>\n\n\n\n<p>Based on these answers, respondents are categorized as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Detractors \u2013 Those who score 0 to 6 are dissatisfied and can negatively impact brand perception through word-of-mouth.<\/li><li>Passives \u2013 Respondents who answer 7-8 are satisfied, but not so loyal that they can\u2019t be swayed by competitors.<\/li><li>Promoters \u2013 Customers who answer 9-10 have had a positive experience, feel loyalty to your company, and will promote the brand, product, or service to others.<\/li><\/ul>\n\n\n\n<p>This metric has become a popular way to evaluate customer interactions, as business leaders discover insights into satisfaction, customer-driven advocacy, and brand perception.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Customer Effort Score<\/h2>\n\n\n\n<p>To measure a customer\u2019s perceived level of ease when using a product or service, companies analyze the customer effort score (CES). This metric also is an indicator of how <a href=\"https:\/\/www.walkme.com\/blog\/customer-service-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">loyal customers <\/a>are throughout the customer journey.<\/p>\n\n\n\n<p>Customers don\u2019t want to have to \u201cwork\u201d when using your product or service. Consumers prioritize products or services that don\u2019t demand too much effort.<\/p>\n\n\n\n<p>A Digital Adoption Platform is often the missing piece to the CX puzzle. <a href=\"https:\/\/www.walkme.com\/blog\/ibm-takes-customer-experience-to-the-next-level-with-walkme\/\" target=\"_blank\" rel=\"noreferrer noopener\">IBM\u2019s CIO Nilanjan Adhya<\/a> reflected on the difference it has made for them:<\/p>\n\n\n\n<p>\u201cWith WalkMe, we have been able to get our customers to quickly accomplish what they need to do without having to learn the product or go through extensive documentation,\u201d he says, \u201cThis has significantly accelerated time-to-value for our customers and improved outcomes overall.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img height=\"465\" width=\"1024\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/07\/pasted-image-0.png?w=1024&#038;h=465&#038;crop=1\" alt=\"\" class=\"wp-image-12045\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/07\/pasted-image-0.png 1600w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/07\/pasted-image-0.png?resize=300,136 300w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/07\/pasted-image-0.png?resize=1024,465 1024w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/07\/pasted-image-0.png?resize=1536,697 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Effortless, positive customer experiences help your brand lift satisfaction levels. As a result, you\u2019ll attract and retain high-value customers.<\/p>\n\n\n\n<p>The best way to measure this score is by sending customers a survey asking:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Overall, how easy (or difficult) was [product or service] to use?<\/li><li>How likely are you to continue using [product or service]?<\/li><\/ul>\n\n\n\n<p>Ultimately, customers want to solve problems quickly, efficiently, and easily.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Customer Churn<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.walkme.com\/blog\/5-customer-onboarding-mistakes\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer churn<\/a> refers to the rate at which customers abandon a product, service, or brand.<\/p>\n\n\n\n<p>To calculate it, divide the number of customers who cancel a service against those that you retain.<\/p>\n\n\n\n<p>This quantitative metric can be segmented and measured in the following ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Calculating overall customer churn during different time frames: monthly, quarterly, annually. Calculating customer churn based on specific customer cohorts at different time periods. For instance, a business can identify churn rates of a customer cohort that signed up for a specific promotion.<\/li><li>Measuring churn during specific stages of the customer journey.<\/li><li>Segmenting churn by customer type, and subscription plan.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/shutterstock_1674759265-1.jpg\" alt=\"\" class=\"wp-image-8554\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/shutterstock_1674759265-1.jpg 1000w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/shutterstock_1674759265-1.jpg?resize=300,200 300w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/shutterstock_1674759265-1.jpg?resize=600,400 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.walkme.com\/blog\/if-you-want-renewals-in-12-months\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer churn<\/a> is one of the most essential customer experience metrics used to gauge the overall health of your customer relationships.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Building a strong brand identity is key in the Next Normal<\/h2>\n\n\n\n<p>Digital customer experience metrics offer you a close look into how your brand runs \u2014 from the consumer perspective.<\/p>\n\n\n\n<p>Tracking this data allows you to analyze consumer behavior. When you puzzle out the behavior beyond the metrics, you can then personalize your product, service, experience, and brand.<\/p>\n\n\n\n<p>After designing a data-optimized, <a href=\"https:\/\/www.walkme.com\/blog\/customer-experience-culture\/\">customer-centric<\/a> strategy, you\u2019ll keep satisfied users coming back to your brand \u2014 and deliver a \u201cperfect\u201d customer experience. You may even disrupt a competitor\u2019s business plans long-term.<\/p>\n\n\n\n<p><em><a href=\"javascript:;\" class=\"popup-threefields m-element-hidden j-initiator j-paid_post_feature\" id=\"imgpng\" form-type-id=\"imgpng\"><img decoding=\"async\" class=\"initiator-image\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/Ensure-Customer-Satisfaction-1200x628-1.jpg\"\/><\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"What do you think results in the failure of 30% of all digital business initiatives? Poor customer experience.&nbsp; According to<span class=\"moretag\">&#8230;<\/span>","protected":false},"author":246,"featured_media":8903,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"mobile_image_id":0,"tablet_image_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88,89],"tags":[246,308,140,189],"class_list":["post-5479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","category-digital-transformation","tag-customer-satisfaction","tag-digital-customer-experience","tag-improve-customer-experience","tag-wmb-cx"],"acf":{"__coauthors":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Top 5 Customer Experience Metrics<\/title>\n<meta name=\"description\" content=\"To deliver a seamless customer experience, it\u2019s crucial to measure customer experience metrics. 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