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Customer Experience Metrics and KPI’s

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. 


If you're already following our blog, you're probably familiar with the most widely used CX metrics. If not go ahead and read our latest blog post. NPS, CES & CSAT. 

One of the main KPIs of most companies is retention. Retention is the ability to keep and grow the customers you already have and increase their lifetime value. There are number of challenges that businesses face when retaining customers. Using these CX metrics could shed a light on the problem areas of your retention indicator.  

“Increasing customer retention rates by 5% increases profits by 25% to 95% - Fredrick Reichheld, Nain & Company"


CX metrics on Retention:

Net Promoter Score (NPS)

Asking the NPS question on your customer experience survey will give you an idea on how many customers are willing to act as an advocate for your company while remaining loyal to your brand. Here’s how you can measure it.

Customer Satisfaction (CSAT)

Customer satisfaction can be measured by simply asking your customer to rate their satisfaction after the latest interaction with your company using a 1 (Very Dissatisfied) - 5 (Very Satisfied) scale. The sum of Very satisfied and Somewhat satisfied are the total satisfied customers at a given time. 

Customer effort score (CES)

CES answers the satisfaction question from the service side of the business. The ease of doing business with an organization has a direct impact on how your customers view your business. The easier it gets to do business with you the overall customer satisfaction should increase.

Comment coding and sentiment scoring

Coding open-ended comments within your CX survey will reduce analysis time. It will also allow you to quickly uncover positive and negative trends and discover sales opportunities within segments of your customers. Using a big data linguistic analysis technique companies can also codify individual comments on a scale of positive to negative.


Topics: CX Blog

Written by Iresha Herath

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