Gain insights and understanding – and keep improving customer experiences
The fact is, improving customer experience through a single initiative won’t deliver the same long-term results or revenue potential as transformative customer experiences deliver. In the years ahead, customer experience monitoring solutions will become a competitive necessity.
Any organization seeking to implement a customer experience management program needs a quantitative method to track its customers’ experiences, whether new and improved or tried and true. The outside-in customer data that any customer experience monitoring program delivers helps companies accurately measure changes in perception and interactions at the touchpoint level and develop solutions to improve them where necessary.
Where customer experience monitoring fits
Understanding what to measure and how to measure it as a challenge for every company. But by leveraging customer experience strategy and its connection to your business, you’ll have a sound basis for monitoring. With this foundation, a few considerations include:
- Measuring what matters: Choosing the right set of metrics or KPIs is critical; it allows consistent performance monitoring over short- and long-term periods as well as the ability to compare performance across customer segments, journeys, channels, and geographies.
- Touchpoint Metrics®: Understanding touchpoint performance is the foundation for customer experience insight. The perceptual gaps between expectations and performance guide improvement, removal, or addition of individual touchpoints.
- Broader experience metrics: How easy is your company to work with? Is the experience enjoyable for your customers? These broader metrics point the way to specific issues and opportunities.
- Brand metrics: How does the experience of interacting with your company make your customers feel? Whether emotional or rational, the feelings customers have about you directly translate to how well you are (or aren’t) delivering on the promise of your brand.
- Loyalty metrics: Beyond single-metric scores such as NPS or CSAT, loyalty metrics provide an understanding of what actually drives desired behavior driven by individual emotional take-aways, touchpoints, or experiences.
- Market and competitive metrics: As important as understanding your customers’ experiences and tracking these changes over time is the need to see where and how your firm fits in your market space. Monitoring prospect and competitor customer perceptions is the best way to