In a recent study, 73% of consumers reported that experience impacted their brand loyalty. Customer experience refers to the impression a brand leaves with its customers, which determines their perception. If the experience is exceptional, you’ll be sure to benefit from customer loyalty.
Unless you measure the customer experience, you’ll never know what works and what doesn’t. It is crucial to track metrics for customer experience. The information will guide you in ensuring that customers get an unforgettable encounter with your brand.
If you’re an eCommerce retailer, customer satisfaction should be a priority. Here are some of the tools you might want to use to track the metrics for measuring customer experience.
Net Promoter Score (NPS)
The Net Promoter Score is a measurement of customer loyalty. It establishes the likelihood of a customer recommending your product or business to another person. This popular customer experience metric predicts business growth while still measuring customer loyalty.
NPS monitors how a person feels about the business. Its calculation is relatively straightforward. You’ll only ask your customers to state if they can refer your brand to a friend or colleague.
The rating has a scale of one to ten. Zero means that one is not likely to recommend at all. You can send the request via a survey, chatbots, pop-ups, and emails.
Net Promoter Score respondents are in three distinct categories; detractors (0-6), Passives (7-8), and Promoters (9-10). Detractors are dissatisfied customers who are less likely to recommend you. They can lead to reputational harm if their concerns are not well-handled.
Passives are pleased with your brand, for the time being, meaning that they can move to competitors without a second thought. On the other hand, promoters are loyal customers who fuel business growth through repeat purchases and continuous referrals. Once you have the total number of respondents, detractors, and promoters, it becomes easier to track NPS.
Customer Effort Score
The Customer Effort Score is one of the tools you can use to track metrics for your business. CES focus solely on ease of use. This customer experience metric’s underlying idea is that clients will often have loyalty for services or products they find easy to use.
In a recent survey, consumers reported that they focus on simplicity when making a purchasing decision. The CES tool will determine how difficult or easy it is to interact with your brand. You might want to get the CES responses from customers as soon as they interact with your business.
From the responses, you can gauge whether a customer will have a repeat visit. You’ll also know the processes that need to improve. A CES scale’s answers are in grades, from one to seven, with seven being ‘strongly agree’ and one ‘strongly disagrees’.
It’s essential to note that customers want to use as minimal effort as possible when shopping for something. Depending on the CES results, you can tell if customers are having an easy time shopping on your online store.
CES produces better results when combined with other metrics. It wouldn’t be surprising to have a client who has a single bad experience, meaning low CES but wouldn’t mind recommending as other past experiences have been commendable. As such, using more than one tool to track metrics can have more accurate results about your customers’ experience.
Digital Experience Score
As an online seller, you take note of website metrics. The traffic on your website can lead to conversion or lost prospects. Is your website providing the ideal customer experience?
The best way to know how your customers are interacting with your apps and websites is through the Digital Experience Score. The software, which has been developed by Decibel, gives you insights into the quality of customers’ experience on all the digital properties.
DXS uses machine learning to process the digital interaction metrics. It measures the online experience while measuring the score for each site visit. The underlying pillars of DXS include engagement, navigation, technical, frustration, and experience.
This software allows you to access reports on the entire website, pages, or even individual sessions. This ability makes it easier to have full visibility of the digital experience of your site visitors. Therefore, you have an opportunity to make improvements at every level.
Customer Satisfaction Score (CSAT)
The Customer Satisfaction Score measures customer satisfaction, just as the name suggests. Companies use these tools to get insights on the level of customer satisfaction with a service or product.
CSAT is often in question forms. The customer then responds by choosing a rate on a scale of one to ten. One stands for ‘extremely unsatisfied’, while ten is ‘extremely satisfied’. To know the rate of customer satisfaction using this tool, count the number of satisfied customers and divide by the number of survey responses.
Some of the measured experiences include customer care calls, product returns, or even a password change. This metric focuses on the user’s immediate reaction to a service or product. You might want to conduct a CSAT survey within minutes of service or product use to get accurate responses.
The results of a CSAT allows you to gauge the relationship you have with your customers. If the score is dropping, you need to investigate to understand the problem. Given that CSAT doesn’t have an option of expounding on the cause of the dissatisfaction, you might not understand what you need to work on unless you probe the respondent further.
You Need To Track Metrics for Better Understanding of Customer Experience
With an online business, customer experience is something you wouldn’t want to ignore. It is crucial to understand how customers view your brand. You might want to use several tools to track metrics on customer experience.
The several tools available analyze different metrics. To get a comprehensive picture of your customers’ experience with a product or service, use multiple devices. You’ll know more about the level of customer satisfaction, ease of product use, and website navigation.
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