Customer Experience 101: How to Measure It | Training Takeaways | All MKC Content | ANA

Customer Experience 101: How to Measure It

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Customer Experience, or CX, is a priority of increasing preoccupation for marketers, and understandably so, as it has become one of the major points of competition among companies today. It can be defined as a customer's perception of a brand based on all the interactions he or she has with that brand from pre-sale, during the sale, and after the sale, encompassing the full range of touchpoints.

The ANA's on-demand training course "Measuring and Improving the Customer Experience" identifies four interrelated approaches that need to be adopted to effectively measure CX to guide improvements: quantitative and qualitative approaches to measuring the externally facing elements of CX, and approaches to measuring the performance of internally facing elements of CX, specifically those related to products and processes.

A more detailed breakdown of each of these four integral approaches follows below.

The quantitative measurement of externally facing CX elements relates to things that can be objectively measured. Some of these elements include repeat purchases, the number of complaints, and the number of referrals, which can be gauged using analytics such as those leveraging a CRM.

The qualitative measurement of externally facing CX elements deals with things that can be subjectively measured. Some of these elements include customer sentiments and how likely customers are to recommend a product or service, which can be gauged with tools such as NPS surveys and metrics such as Customer Satisfaction (CSAT) and Customer Effort Scores (CES). While sometimes treated as the be-all-and-end-all of CX evaluation, these measures are just one piece of the puzzle and, when used, should be used to assess changes over time, which other metrics can be used to make sense of. They are less valuable when only used to provide a single snapshot in time.

Product CX measurement measures the tools and services that a company produces for customers and can be gauged with diagnostic tools that gather metrics such as mobile app up-time, funnel drop-off on an e-commerce website, or the effectiveness of search functionality on an FAQs page or for a knowledge base.

Process CX measurement evaluates the workflows and systems that allow the customer experience to occur. Measurable elements of such processes can include how long it takes to respond to a customer request or the number of steps it takes to respond to a request or the number of hands that have to "touch" a request before its resolved.

The forgoing represents just a morsel from the banquet of valuable insights and best practices offered by the ANA's on-demand training course "Measuring and Improving the Customer Experience," which addresses not only how to measure CX, but the best practices to apply to customer journeys, how to continuously improve CX, and how to ensure the necessary company-wide cooperation in the support of CX.



"Measuring and Improving the Customer Experience." Greg Kihlstrom, principal at The Agile World. ANA On-Demand Training Course.

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