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6 ways of measuring customer experience

Wednesday 23rd January 2019


There are many tools organisations can use to measure customer experience. Depending on what a business is trying to achieve will influence which method they decide to use; there is no right or wrong way of doing so – it’s all about what kind of insight they need. Performance in People (PiP) has listed below 6 common customer experience measurements that will provide valuable insight to the customer experience being delivered by your people. 

MYSTERY SHOPPING

Mystery shopping is a highly effective way of measuring and developing sales, service and customer experience performance. The most popular mystery shopping formats include video, telephone, report-based, email, audio, social media and live chat. By utilising one or more of these approaches’ organisations receive valuable real-life insight into the service being delivered to their customers. Mystery shop output is also an exceptional coaching tool to develop individual and team performance, as well as sharing best practises.

CUSTOMER SATISFACTION (CSAT)

Customer Satisfaction (CSAT) measures on a scale of how satisfied a customer is following their experience e.g. “On a scale of 0 – 5, how satisfied were you with your experience today?” This measurement tool is simple and easy to use and provides a quick indication on the customer experience being received. However, this method doesn’t take into account that people who are either somewhat dissatisfied or somewhat satisfied are unlikely to complete surveys, which is known to skew results. Customer Satisfaction Surveys are available in a number of formats including face-to-face, email, web-based, telephone, and printed.  

CUSTOMER SATISFACTION INDEX (CSI)

Customer Satisfaction Index (CSI) combines the individual customer survey scores across multiple business attributes e.g. price, staff, products, and facilities. By adding the scores and dividing by the number of attributes, this will create a single satisfaction index. One consideration businesses should take into account when using this measurement is how important and influential each attribute is to creating overall customer happiness. If 60% of your customer satisfaction is based on price and 10% each on the other attributes measured, the index may give an inaccurate customer satisfaction result.

NET PROMOTER SCORE (NPS®)

"On a scale of 0 to 10, how likely are you to recommend to a friend or colleague?”

If you've seen this question before, you've encountered the Net Promoter Score (NPS®). Pioneered by Fred Reichheld, NPS® predicts the likelihood of a customer repurchasing from you or referring your company to a friend. NPS® divides customers into three categories: Promoters, Passives, and Detractors:

  • PROMOTERS (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth.
  • PASSIVES (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • DETRACTORS (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

To calculate your company’s NPS®, take the percentage of customers who are Promoters and subtract the percentage who are Detractors. The main criticism for NPS is that asking just a single question is one-dimensional, so it gives only a narrow perspective of customer satisfaction.

CUSTOMER EFFORT SCORE (CES)

Customer Effort Score (CES) measures the ease of a customer’s experience and is measured on a scale of extremely difficult to extremely easy. The ease of a given experience provides a useful indication of customer loyalty and how likely the customer is going to continue using and or paying for your product. One thing to be aware of if that CES can address obstacles for customer service but doesn’t delve into why customers have any issues in the first place or what those obstacles may be.

SENTIMENT

Customer sentiment measures the emotional aspect behind customer engagement including tone, context and feeling based on customer comments. Qualitative feedback provides detailed insight into how the customer feels which can be measured on a quantitative scale. Customer sentiment is calculated by adding the positive comments and subtracting the negative comments to give an overall sentiment score. However, there are some downsides to the automated sentiment detection including the ability to recognise irony/sarcasm, slang and other languages.

PiP has over 19 years’ experience working with world-class brands throughout the UK to improve customer experience through mystery shopping, customer surveys and training. If you would like to find out more contact us today!

enquiries@performanceinpeople.co.uk or 01983 568080.

Mystery Shopping | Training | Audits | Customer Surveys

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