Balancing customer satisfaction and operational efficiency can be a challenging undertaking for most companies. We all know designing a top notch customer experience can come at the expense of operational efficiency. Some companies add touch points or extra steps to close out a service event, others might leave fresh baked cookies behind to provide that unique touch. In highly competitive service environments, it can be challenging to determine if the service you are providing is having the desired affect.
Most customer experience measurement programs start with a well thought out strategy. Unfortunately, we see over time without regular review of outcomes combined with heavy concentration on just the metrics, programs can become disconnected from their original strategy. Losing sight of the of the big picture strategy can cause your program to fail. Over the last 30 years, we've seen some common oversights that lead to customer experience measurement program failure.
I recently had a disappointing service experience with an international money transferring service . A week after transferring money I received a web survey to provide feedback about my experience. Though I was eager to provide my feedback, the survey questions got me frustrated. The questions were long and weren't focused on my experience.
Top Medical Device companies have one thing in common: they focus on providing excellent service while constantly measuring customer satisfaction with their products.
The most popular customer experience measurements like NPS, CSAT, CES are concentrated on measuring rational, operational experiences. Trends show many CX experts are tapping into a new realm of customer experience evaluation, the emotions behind customer experiences.
Key performance indicators are measurable values that evaluates progress against specific strategic goal. Every business should have their KPI's clearly defined and responsibility should be shared by everyone in the company to measure the overall health of the organization. Regardless of what industry you are in, customers are the lifeline of your ability to grow. It is important for businesses to implement a strategic feedback process to measure customer experiences. Wouldn’t it be great if we could use customer experience metrics and KPI's to recognize problem areas of a company? Here are a few examples of some of the more popular customer metrics.
Measuring your customer satisfaction shouldn’t be just a onetime occurrence, CX measurement process should be embedded to your company culture. When it comes to measuring customer experiences there are many questions that you can ask from your customers. But is there any questions that we should be asking at all times?
Collective understanding of your customers and your employees is pivotal to run a successful business. All CX measurement programs are built around measuring long term and short term customer satisfaction. Have you ever thought of comparing your employee survey results to customer satisfaction survey? (I’m not talking about employee reviews)