Customer experience measurements – which one to start with?

A previous Blog post dealt with initial steps in getting the customer experience measurement and improvement journey started in your organisation. This article offers some suggestions with introducing some metrics and customer feedback methodology.

Introducing Basic CX measurement customer feedback:

There are several possible customer satisfaction and loyalty metrics including Customer Satisfaction (% C-Sat), Net Promoter Score NPS® and Customer Effort Score (CES). It is worth noting that implementing any of these measurements on their own does not equate to improvement. They create measurement, which brings awareness, focus and a bias for action but actual improvement requires a different effort.  Choose a measurement that is appropriate for the stage of maturity of your organization in terms of being able to do it consistently and having a process to review and define actions. As your Organisation and the CX program evolves the measurement process used can evolve also.

Green Amber Red (GAR) Customer dashboard is an internal customer satisfaction monitor in a B2B environment, maintained weekly by the relevant account owners. It can be done simply in a spreadsheet or better still in your CRM. It requires a little effort from the Account team and some time to review in the staff meeting. It provides a visible check on customer status and promotes a conversation around customer satisfaction and any help needed actions. You can remove some subjectivity by defining high level criteria for green, amber and red. It may receive resistance from Account owners to maintain it initially and suggestions to manage this are 1) the promise of providing any help needed as a result of the review process and 2) not to use this a ‘stick to manage with’ and 3) visibility to the business of what’s working well. Account managers doing a good job will appreciate the visibility and their methods will eventually help others.

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Green Amber Red (GAR) Customer dashboard

Customer Satisfaction (C-SAT) measures Customers Satisfaction as a percentage of overall customer responses, usually on a 5 point scale from very dissatisfied to very satisfied. As this process is going outside the organisation asking the customer for feedback, it is key that you consider in advance, the ownership and business process of interpreting the feedback, acting on it and closing the loop back the customer.

To be actionable, a simple comments box asking the customer to list their perceived area of greatest improvement required will provide data on where to put effort for improvement and will usually validate existing internal metrics.  Customer Feedback usually strengthens the case for action.

Avoid the trap of soliciting feedback on every service or product attribute resulting in a survey that is too long resulting in poor response rates and not achieving the desired outcome.

Have some customer conversations:

A relatively easy but valuable step is to have conversations with your Customers and listen to what they have to say. Conversations correctly structured, can allow customers give valuable feedback on previously unconsidered topics, will build customer relationships and will invigorate you and your teams to prioritize the right actions. Along the way, you probably will identify some customers that need urgent help and some that are positive advocates that can offer testimonials or are ready to purchase additional products or services.

Invest in technology:

There are many technology solutions available to allow you to request feedback from your customers and manage feedback at scale automatically without manual intervention. The variety of solutions available means that there is something that fits every business budget from small business to large enterprise. Key considerations should include being low effort for customers to encourage higher response rates, as well as reporting capability so that your business gets the information that can be used to take improvement actions. Survey design and questions used should be created with the end in mind as it will impact response rates as well as the data reported on the back end.

These steps will get you off to a solid start to introduce Customer experience measurement and will be laying the foundation for more sophisticated measurements and supporting business process to drive improvements.

 

Summary:

  • As an introductory Customer experience measure, consider introducing an internal customer status dashboard to monitor the health of customer accounts to put focus on help needed.
  • Choose a measurement that is appropriate for the stage of maturity of your organization – as the organisation matures the measurement process can evolve also. Be realistic at the start.
  • Consider measuring percentage of customers satisfied (C-Sat). To be actionable, you will need more data.
  • Avoid long complex surveys and do not over survey the same customers – keep it simple at the beginning.
  • Have conversations with your customers and be prepared to listen.
  • Think through the business process of C-Sat survey and Customer conversations from the outset, in particular how you will manage actions and getting back to the customers.
  • Investigate and invest in suitable technology to reduce manual effort and enable scalability.

About CustomerLink

CustomerLink helps your business succeed by providing the link to your customers and their satisfaction with your product or service. With broad industry experience improving customer operations for some of the world’s leading brands, we combine technology with deep knowledge in business process design and people systems to measure and improve your customer’s satisfaction, value and overall experience in dealing with your company.

Contact us today to find out how we can help your business on +353 1 4100600 or contact John Kelly at john@thecustomerlink.com