All you need to know about Customer Experience Measurement Tools

Customer Experience

Ensuring an excellent customer experience can be tricky but an effective guide can help.

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Keeping your customers happy and satisfied is the top priority for running a business. According to a Salesforce report, 80% of customers consider experiences provided by a company are equally important as their products and services. So, delivering a positive, customer-centric experience is essential to meet the customer needs in today’s time. Once you successfully implement a customer experience program, it’s important to measure its effectiveness too. That’s where customer experience measurement tools can help! In this article, we’ll discuss the importance of customer experience measurement, what customer experience measurement tools you should use, and some crucial metrics related to CX. Let’s take a look:

Why are customer experience measurement tools important?

The prime reason behind keeping your customers happy is to win them. As satisfied customers keep coming back to you and shop more, are more likely to promote your brand among their friends & family, and can easily pay a premium price for your products, it’s important to keep an eye on the overall experience of the customers. Ensure to gather their feedback at regular intervals to discover how do they feel working with you!
For a business to scale rapidly in this competitive world, it has become imperative to measure the customer experience at every touchpoint and check if there’s a need to make some changes in the existing way of operations. Delighting customers at every stage is tough and adopting a customer-first approach for building a customer-focused culture is a challenging task. With numerous competitors battling today in every field, it has become very difficult to stay on top of the consumer minds as you’re not the only company that’s taking care of the customers and prioritizing their needs.

A look inside Customer Experience Measurement Tools

There are various tools available that can help you effectively measure customer experience, even if you are on a budget (that too a low one!). The easiest way to measure customer experience is by directly asking your customers across any of the touchpoints where they’re encountered. Here are some customer experience measurement tools that you can consider for your brand:

Customer Satisfaction Surveys
The ubiquitous influence of customer satisfaction surveys has exponentially increased. On purchasing anything from any brand, customers would have definitely come across this type of survey. There are numerous ways of distributing this kind of survey. By asking customers about their experience at every touchpoint across their journey, it indicates that your brand focuses on its customers and care about their needs. Voxco offers best-in-class omnichannel customer satisfaction surveys that help you gather customer pain points for elevating CX.
These robust customer experience measurement tools offer customizations and features that are specially formulated to increase response rates and gather accurate answers. Moreover, many online tools provide interactive dashboards to view and analyze the survey results for making informed business decisions based on customer feedback. In order to reach out to more customers, you can integrate these surveys with your email newsletters, social media accounts, and mobile applications as well.

App surveys
Are you aware of adding surveys inside your applications? Probably, yes. But are you making the most of this opportunity and using it in the right way? As visitors on your apps are the ones you mainly target and they interact with your brand consistently (because you offer something they need), this CX measurement tool is likely to generate higher response rates. Moreover, without spending any extra money, you can directly gather information from customers about your service as well as your products.
Analytics
Leveraging analytics to delve deeper into your website’s traffic and content performance helps you gain insights into the key drivers behind your customers’ behavior. By discovering the most visited website pages and understanding the reasons why customers visit them the most, you can start incorporating similar kinds of content on other pages to improve their performance and gain more traction.
Start by analyzing the open rate, the bounce rate of your emails, articles shared by customers, etc. It wouldn’t be easy to make sense of that data initially but once you gather a sufficient amount of data to compare and analyze, it gets easy to make informed business decisions.
Customer Portals
A customer portal is a page where customers get a dashboard that displays their previous orders, the capability to place new orders, efficiently track the inventory, etc. While the terms used in the customer portal vary on the basis of your business, most customers use some unique credentials to access their private area on the portal. So, every time a customer logs in to their respective dashboard, you can schedule a survey on the basis of their previous interaction with your company. In fact, customer portals are a potential source of providing personalized attention that not only boosts customer interaction with a brand but also increases repeat purchases.

Social Media Monitoring
Social media holds huge importance in today’s digitally driven world and brands cannot ignore it at all! While customers are the mitochondria (powerhouse) of this social media world, even a single enraged experience or bad word-of-mouth can bring an established brand to a standstill. Once a poor service gets viral, gaining back your customers’ trust gets even more difficult. So, it’s important to use your social media wisely for keeping your customers happy. There are various tools that can be used to track customer experience on social media. While Facebook and Twitter are the most popular ones, Quora and Reddit can help you gain a lot of effective insights too! You can also use free social media monitoring tools like Hootsuite, Buzzsumo, TweetReach, Boardreader, etc.
Complaint Boxes
The only thing that differentiates between a leading company and a lagging one is the ability to take constructive criticism. While the former one is forever ready to be scrutinized and change whereas the latter one will always prefer to go with the flow. It’s important to conduct customer experience surveys at regular intervals. This helps your customers to share their pain points and file complaints easily. You can also build a team that is responsible for monitoring these complaints and rectifying them as soon as possible.
Allow your customers to get in touch with your brand in case they’re facing a problem that needs an immediate solution. The sooner you resolve the issue, the lesser are the chances they’ll switch to a competitor. So, it’s important to create a complaint box (with a super quick service) for your customers to lodge their complaints and share their concerns.

Unveiling the customer experience metrics that you shouldn’t miss

Net Promoter Score^®
Net Promoter Score^® (NPS^® ) is a well-known metric used by brands to measure customer satisfaction and loyalty. With an aim to predict the business growth and revitalize the customer experience, it involves asking customers a question:

“On a scale ranging from 0 to 10, how likely are you to recommend our product/service to your friends or colleagues?”

This is followed by another question: “Why did you give us that score?” This open-ended question comes with a dialog box that prompts customers to write their feedback in.

As the NPS^® scale ranges from 0 (Not at all likely) to 10 (Extremely likely), the customers can be categorized as follows:

Promoters: The customers who give a rating of 9 or 10.

Detractors: The customers who give a rating between 0-6.

Passives: The customers who give a rating between 7 and 8.

To know more about NPS^® , click here. You can improve your Net Promoter Score^® and stack up against industry competition by using Voxco’s free NPS^® Calculator.

Customer Satisfaction Score (CSAT)
Customer satisfaction (CSAT) is a standard metric used by brands to acknowledge how satisfied their customers are with a product or service. It is highly effective to track customers’ reactions to your business, or how they feel about your products and services. It involves asking customers the following question:

“On a scale of 1-5, how would you rate your overall satisfaction with the product you’ve been using?”

It comes with a flexible scale, so the customers are asked to rate over a scale of 1-10 or 1-5 range or “Highly Dissatisfied” to “Highly Satisfied”. This metric is extremely popular because it is direct and asks a simple, straight-forward question to the customers, so there are no chances of confusion.
Customer Effort Score
Customer Effort Score (CES) is a metric that helps brands to identify the ease of experience their customers had while interacting with them. This helps to understand how happy or annoyed the customers are with your products or services. As the ease of experience is considered to be a better indicator of loyalty than direct customer satisfaction, most of the leading brands swear by CES. It uses only one question for gathering customer feedback:

“Please rate how easy was it for you to find a solution for your problem?”

While CES can help to identify future shopping patterns and referral behavior, it does not help to indicate the customer’s relationship with a brand. Measuring customer experience and taking actions to optimize customers’ journey should be the primary goal of every business. If you don’t focus on your customers, they’re likely to switch to your competitors. Voxco offers you best-in-class customer experience measurement tools for transforming every touch point into a positive customer experience.