1. Shift the focus from the survey-based metrics to behavioral data
The trend is increasingly from survey-based KPIs to metrics describing actual behavior. In addition to using only survey-based indicators, it is worth using metrics that don’t require bothering customers with surveys. Some examples of behavioral CX metrics are the amount and tone of spontaneous customer feedback, the smoothness of the customer experience online, and various internal metrics.
NPS and customer satisfaction are the most popular CX metrics. Alongside these, the CES Customer Effort Score, which measures the smoothness of customer transactions, has become more common.
2. Include internal metrics as well
Managing the customer experience means managing change. If the CX vision and the customer-centric way of working are not clear enough for every employee, there will be no competitive edge nor positive business effect. Measuring internal attitudes and changes in employee behavior might reveal the situation: for example, the implementation of agreed internal practices, the amount of co-development that crosses unit boundaries, or even employee satisfaction are useful internal metrics. Happy employees make happy customers.
3. Combine CX to business metrics
It is good to include some business metrics, such as customer retention, CLV Customer Lifetime Value, or the number of new customers. In the public sector, the indicators can be, for example, staying on budget or the effectiveness of services.
4. The most important thing is to start with something
Don’t get stuck with the variety of metrics. To get started, choose a few good ones – make the so-called minimum viable model - and develop it further along the way.
Once you proceed and learn, it is good to draw the hierarchy of metrics in which the organization’s top goals and the different external and internal CX metrics are all together.
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