How to Measure Customer Experience?

How to Measure Customer Experience? Measure it by how well you are delivering what you promised to deliver, as seen by your customers. To do this, most companies survey customers. It’s also possible to monitor internally if you clearly understand customers’ expectations as your performance standards.

Most companies measure customer experience through customers’ ratings of likelihood to recommend them or level of satisfaction or amount of effort required by the customer.

1. Consider whether your measurements are company-centric or customer-centric: are you really measuring how good the customer experience is, or are you measuring the value received by your company? If not, switch to customer-centric phrasing in surveys and translate responses to business goals in your reporting.
2. Another pitfall is assuming that customer service experience or survey participation is the right basis for evaluating the customer experience your company is providing.
   • Keep in mind that customer experience spans the spectrum of selecting, getting, and using a solution.
     • Therefore, customer service is typically a small part of that spectrum.
     • Also, is ideal experience for customers inclusive (or preventive) of the need for customer service?
     • Make sure your primary survey report to executives covers the end-to-end customer experience.
3. Remember that survey participants are only a fraction of your customer base.
   • If you are assuming that survey findings reflect how well your company is performing, make sure you are conducting a stratified random sample with strong validity.
   • Then evaluate whether the highest ratings are from your core-growth or non-core-growth customers.
4. Ultimately, customer experience measurement should inform you about:
   • Gaps between what’s delivered versus promised
   • Customer expectations as your performance standards
   • Your potential risks versus rewards for acting or not acting on customer experience insights.
5. To choose what’s best, discover how your customers naturally assess the goodness of their experience, especially as it relates to their intended outcomes.
6. Then setup your customized method according to what makes the most sense to (a) customers’ viewpoint and (b) managers’ actionability.

See also: Customer Experience Playbook

This is a glimpse into what you gain from ClearAction Experience Leadership Mastery.

What You Can Do to Master Experience Leadership

1. Get a sounding board for work you have underway.
2. Request a rapid action template session to kickstart your progress in any area.
3. Enroll your senior leadership team and board in our 2-hour C-Suite Guide to CX Growth working session.
4. Redirect your CX/EX/PX strategy to this sensible approach by encouraging all experience managers (customer, employee, partner experience) to learn the full spectrum of skills needed: Foundational, Intermediate, Advanced.
5. Apply ongoing wisdom with your whole department through the Experience Value Exchange.

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