Arm yourself with a balanced customer experience measurement toolkit

Andrew S - 4 th September 2017

‘If it doesn’t get measured, it doesn’t get done.’

A bold statement, I know.

But measurement is fundamental to the success of customer experience (CX) development; organisations with a good understanding of what is happening and why, are much more likely to reap the rewards.

And this is where your Customer Experience Measurement toolkit comes in.

Traditionally, CX analytics were solely diagnostic in nature; experts analysed what customers do and say about the past, in order to improve their experience in the future.

In fact, it was all very academic…

Created by David Stabel

But excellent CX demands a balanced programme of hard business measures and tracking. If not to help highlight where things are going wrong and the resource required, then to assess any progress against the brand vision…

What is and isn’t working?

Where are the brand amplifying moments?

Is there differentiation?

How compelling is the brand proposition?

The programme needs to be robust. It must help companies keep their eyes on the prize and their feet on the ground, while remaining current and predictive. It should also speak to existing and potential customers.

The programme must be easy to understand, actionable, practical, and embedded in the business to help inform decisions.

Only then will your customer experience truly be driven by the hot numbers.

What’s hot, and what’s not?

When it comes to measuring, it’s crucial you measure the right things.

Defining what that might be isn’t so easy. So we’ve created a list of what’s hot…

  • Creating a baseline of the current situation

  • Analysing how the CX data directly influences the top business metrics

  • Combining regular strategic dips and tactical continuous data

  • Mixing hard data with tracking data

  • Stepping away from relying on NPS alone

  • Taking measures from inside the business

  • Identifying what may be getting in the way of colleagues delivering the CX

  • Knowing what direction you are going in and why

  • Having a simple, single metric

  • Sharing the data and reporting back

...and what’s not:

  • No understanding of where you are starting from

  • Collecting data in isolation of the business impact

  • Treating strategy and tactics as the same thing

  • Trying to do everything with one method

  • Relying solely on NPS

  • Ignoring those who know first

  • Not highlighting the key issues

  • Not providing the ‘why’ to the ‘what’

  • Collecting loads of nonsensical, meaningless indices that no one understands

  • Keeping all the learning in the hands of a small group of people

Hunt Down The Hot Stuff

Now you know what hot data looks like, it’s time to find it.

For this, you’ll need to build a balanced CX measurement toolkit...

There are endless measurement strategies, and we’ve seen them all. But realistically, hot numbers can be divided into two categories:

  1. Hard Business Data: Facts that show what has happened and is happening in the business.

  2. Tracking Research: A programme of concise, intelligent conversations with customers, consumers and colleagues.

Hard Data can either be operational and efficiency measures, or customer metrics.

With many companies having more data available than they realise, it’s likely that these numbers already exist somewhere within your business.

You just might not be using this major asset efficiently.  

Here are some of the ultimate hard data measures that should have a place in your toolkit:

  • Visitor Intent and Task Completion

  • Abandonment Rates

  • Time on Site

  • Conversion Rate

  • Retention Rate

  • Acquisition Rate

  • Resolved issues

  • Repeat visits

  • Customer Lifetime Value (CLV)

  • Benchmarking

Tracking research is about putting all of this hard data in its place.

‘With hard data, we can take on the world’ because it helps you realise the output of all your work.

But it can’t do everything.

With hard data alone, you’ll be left with gaps in the measurement toolkit - opening you up to risk of dangerous exposure. This is where tracking research comes in.

With the right kind of tracking, you can close these gaps. You just have to choose measurement methods with minimal limitations, ones that show the big picture, bust silos and are easy to understand.

The right tracking programme should measure:

  1. The Brand

  2. Customer Satisfaction

  3. Employee Satisfaction

  4. Advertising

Data Driven Action

CX metrics are key to any customer experience programme. However, just storing and hoarding results will have no impact whatsoever on the experience.

It’s only when the results are used to inform decisions, and start being used to directly change the experience - in real-time - that metrics can improve CX and achieve the real aim of increasing customer loyalty and retention.

A successful measurement toolkit, complemented by the right attitude, will deliver huge results. You’ll be able to predict behaviour, pre-empt problems, align resources, maintain differentiation, and bust silos.

In short, you’ll galvanise your business.

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Andrew is the CEO and the other founding partner of Brand Vista. With over 30 years of brand experience both on the client and agency side, what gets him up every morning is a passion for helping clients grow through building genuinely differentiated brands that deliver a customer experience that becomes irresistible.
Find out more about Andrew S