Measuring Customer Experience (CX)
As marketers, we strive to create positive relationships and build strong connections with our consumers. This is because the way we make our Customer feel is the key to creating positive relationships. Because customers are more empowered than ever, have more purchase options, and are highly influenced by social media & online reviews, marketers and brands need to know their customers’ expectations and listen to their needs by analyzing data, analytics, and research.
When it comes to B2B and B2C Marketing, the marketers who focus on improving the customer experience and put the customer’s experience at the center of their marketing strategy are the most successful.
Customer Experience (CX)
Customer Experience (CX) is a customer’s general perception of their experience with your brand or business throughout the entire customer journey process. The experience they have while interacting with your business across all channels and touchpoints highly influences how they think, feel, and perceive your brand. This is important because a customer’s experience directly affects sales and revenue.
Ensuring your customer’s positive experience is essential to building brand loyalty and affinity and directly influences customers’ likelihood of referring their friends or leaving positive reviews. All of this combined helps your business to gain new customers and retain revenue.
How to Measure Customer Experience (CX)
In order to create a great customer experience, your brand should build a customer journey map, create buyer personas, create conversations across touchpoints, and ensure consistency across all channels. These tactics help you understand who your customers are, what they expect from you, and how to meet their needs. Further, they are essential strategies to ensure a substantial effort is being made to increase brand awareness and foster a customer-centric experience. Using the data collected from these strategies will allow your company to connect with its customers rather than just selling them your products.
Measuring CX is essential to creating a highly effective customer experience. There are four main strategies for measuring CX:
1. Customer Satisfaction Surveys –
Aggregating data across teams to ensure they are up-to-date and valid as well as reviewing the Net Promoter Scores (NPS) to understand the percentage of customers rating for their likelihood to recommend your company, product, or service.
2. Identify Rate and Reason for Churn –
Monitoring churn notifies you when customers stop doing business with you. Understanding this measure allows the brand to prevent loss of revenue and growth.
3. Ask customers for suggestions –
Conducting customer surveys and requesting online reviews reinforces your brand’s values and convinces consumers to make a purchase, utilize your services, or interact with a brand.
4. Analyze Customer Support Trends –
Analyze your customer support trends to understand where your company is falling short regarding the customer journey and experience, and then try to resolve repeating issues.
Remember, your customers are your brand ambassadors and provide a free resource for positively representing your brand and increasing sales. Their recommendations are often more reliable than any type of marketing. This is why it is crucial to ensure all customers have a positive customer experience when interacting with your brand. Utilize data, analytics, customer personas, customer journeys, and customer support trends to ensure you deliver a positive experience and make sure to generate solutions and content tailored to your customer’s needs.