Why Measuring Customer Experience is Essential…Steve Dudley
The old mantra if you don’t measure it you can’t manage it holds true for your Customer Experience programme. In our experience regularly measuring Customer Experience (CX) enables organisations to:
- Capture feedback from their customers,
- Provide actionable information to recover poor customer experiences,
- Monitor CX levels over time and assess its impact on business performance,
- Generate strategic and operational insights for executives.
When measuring Customer Experience consider the following:
Robust processes are vital…
Customers are providing feedback in-person, on review sites, via social media, and through customer service centres. To harness this information organisations need robust processes to enable the information to be actioned and a centralised dashboard to monitor and identify trends in CX.
Specific and actionable insight…
CX measures can provide manager, team, and location specific insight to put your business on the right path to improving its customer experiences. Together with a clear action plan and Customer Experience guide, CX measures provide the impetus for specific teams to improve their scores.
Well-designed CX measures can also provide timely interventions to prevent businesses losing their customers. Using automatic alerts, managers can be immediately notified when customers request to be contacted. This provides an opportunity to remedy poor experiences and retain custom.
However, a note of warning, there is evidence that employees can attempt to manipulate their customer experience measures. This can give a false picture of the business’ Customer Experience. To ensure data integrity CX systems require automated screening and identification of suspicious patterns. This will ensure confidence in the integrity of your CX measures.
In conclusion, measuring Customer Experience is important as it enables it you to manage and improve your Customer Experience and we all know that research shows that great Customer Experience improves customer satisfaction, fosters repeat business and reduces churn – thus improving your business results.
If you need help measuring Customer Experience call Steve at Into the Blue on 07939 115965 for an informal chat.