7 Steps to Successful Customer Experience Measurement Programs
Every day we have experiences with many brands. Sometimes those are good experiences. Sometimes they aren’t. But all of them add up to determine how we feel about companies and whether we’ll keep giving them our business. Perhaps even more impactful, when we have great (or not-so-great) experience with a company, we can’t wait to tell our friends, and often, the company who provided the experience.
Whether you’re a new business or you’ve been around for decades, your customers are talking. Do you have the right tools to capture what they’re saying?
A wide variety of tools are available to measure customer experience (CX), and CX professionals must decide which of these tools to use and what is most important to measure for their business.
Regardless of how you choose to measure CX, be sure you are continually reviewing your programs to see what’s working and what isn’t. Without a relevant CX measurement program, you won’t be able to tell what’s keeping your customers coming back and what’s driving them to your competitors.
According to a recent Forrester report, “Seven Steps to Successful Customer Experience Management Programs,” the majority of organizations are making several key mistakes in their CX measurement programs:
- They aren’t measuring CX quality on an ongoing basis.
- They aren’t tying CX quality to their business outcomes.
- They don’t systematically share and act on their CX metrics.
With so many tools available to help you track what your customers are saying, you can’t afford not to listen. Forrester identifies seven steps that will help you build a disciplined and comprehensive CX measurement program.
- Choose customer segments. Focus on measuring the demographics that are the most important to your individual organization.
- Select which experiences you want to measure. Whether it’s the navigation system on your website or the speed of your service, pick specific experiences to ask your customers about.
- Pick CX metrics for each experience. Decide how you will evaluate each experience you focus on.
- Design a data collection strategy. Decide how will you keep track of the feedback coming in from different channels.
- Set targets for each CX metric. Evaluating where you are and where you want to be keeps everyone motivated to keep improving your CX.
- Identify and act on CX issues. Pinpoint what’s going wrong and create a plan for how you will address each issue.
- Share insights gained from CX measurement. In order to be successful in your CX measurement program, you must be transparent. Make your CX feedback available across your organization so everyone can improve.