Customer Experience KPIs you need to measure

Did you know that 75 percent of customers are willing to spend more when a company provides an exceptional customer experience? That's why businesses are now investing more in tools that help them provide great customer experience. Customer experience (CX) is all about how your customers feel when they interact with your brand. It's what makes them like your brand and want to come back. Thus, CX has become a major distinguishing factor that separates a brand from its competition and propels it to the forefront of the industry. However, measuring customer experience may sound tricky, but it's actually quite doable. You don't need to be an expert. Just by using some simple CX performance metrics or customer experience KPIs, you can easily get a good idea of how your customers feel about your brand .Keeping track of CX with metrics is crucial because it tells you what your customers like and don't like about your business. It helps you figure out how to make your relationship with them even better. Customers are 2.4 times more likely to stay when they get great customer service. Therefore, paying attention to CX metrics is a smart move for your brand. However, figuring out which customer experience KPIs to use might be a bit confusing. Don’t worry, we've got you covered. In this article, we'll explain what customer experience KPIs mean and go over the main metrics and KPIs used by CX experts.

What are Customer Experience KPIs?

Customer Experience Key Performance Indicators (KPIs) are specific metrics used to measure and evaluate the quality of interactions and experiences customers have with a business. They are essential business metrics that monitor different facets of customer experience. Through the monitoring of these metrics, you can measure the speed at which your business addresses customer issues, as well as determine the proportion of customers inclined to advocate for your business.CX performance metrics should be regularly assessed by enterprises, regardless of their for-profit, nonprofit, public, or private nature. Thus, KPI acts as a vital sign for your business which can cater to the overall improvement in the health of your venture.

Key metrics to measure customer experience

Here are the essential customer experience KPIs you should track to ensure your customers' opinions take a positive turn:

Net Promoter Score (NPS)

The Net Promoter Score serves as an indicator of customer loyalty, measuring their inclination to advocate for your brand. This metric aims to identify customers who may be less satisfied with the product or service and convert them into enthusiastic brand advocates.The net promoter score is determined from a quick two-minute questionnaire-based survey that asks customers to rate their likelihood of recommending a brand to their friends and acquaintances. By asking the question, "How likely are you to recommend our product/service to your family and friends?" On a scale of 0-10, customers can rate their answers. Their ratings will place them into one of three categories:

  • 0 - 6: Detractors, are unsatisfied customers who can damage the brand’s reputation through negative reviews.
  • 7 -8: Passives, are moderately satisfied customers who have the potential to become loyal supporters.
  • 9-10: Promoters, are highly satisfied customers who can advertise your business because they are your biggest supporters.Net Promoter Score: 100 * (%Promotors - %Detractors)
  • The score ranges from -100 to 100.

Here is our comprehensive NPS guide which answers all your NPS- related questions.With Survey2Connect’s user-friendly platform, you can create NPS surveys in a breeze – just a few clicks, and you're all set! No more hassle or complicated processes. Stay on top of your NPS score with real-time calculations, ensuring you always know where you stand in terms of customer loyalty.

Customer Effort Score (CES)

CES is a valuable metric that assesses the overall customer experience by focusing on the ease or difficulty customers encounter while trying to accomplish specific tasks or actions. This metric is particularly useful in understanding how effortless or cumbersome it is for customers to interact with a business.Imagine a real-world scenario where a customer contacts your service center to seek assistance or resolve inquiries. After their concerns have been successfully addressed, you have the opportunity to collect feedback through a simple survey. This survey often includes a straightforward question like, "How simple was it to resolve your issue?" Customers are then asked to rate their experience on a scale, commonly ranging from 1 to 10, where a score of 10 signifies the easiest and most hassle-free experience possible.The key principle behind CES is to measure the customer's perception of the effort they had to invest in achieving their desired outcome. A low CES score suggests that customers found the process effortless and convenient, which is indicative of a positive customer experience. On the other hand, a high CES score indicates that customers encountered difficulties or frustrations in their interactions, signaling areas where improvements may be necessary.By regularly tracking CES and analyzing the feedback received, businesses can pinpoint pain points in their customer journey, identify bottlenecks in their processes, and make targeted improvements to reduce customer effort. This ultimately leads to a smoother, more customer-centric experience and can contribute to higher satisfaction and loyalty among customers.

Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) is a crucial metric that measures the level of contentment customers experience after interacting with your brand. It specifically focuses on touchpoints and asks customers about their satisfaction with the overall experience.To help you navigate CSAT effectively, we've put together a comprehensive guide that addresses all your CSAT-related questions.Understanding and prioritizing customer satisfaction is of paramount importance for the health and success of your business. If customers aren't satisfied, they're more likely to leave, and a high customer turnover rate can be detrimental in the long run, especially in a competitive landscape.With Survey2Connect's user-friendly survey creation platform, you can effortlessly generate your own CSAT surveys. Tailor elements such as factors, measurements, and ranges to align with your unique preferences when engaging with customers. Additionally, leverage advanced analytics to eliminate the need for exporting standardized reports for independent data analysis. This streamlines your feedback process, allowing you to make informed decisions that enhance customer satisfaction and drive business growth.

Time to Resolution (TTR)

Time to Resolution (TTR) measures the average amount of time it takes for your customer service team to successfully address and resolve a support ticket. To calculate TTR, you add up the total time it takes to resolve all tickets and then divide it by the total number of tickets resolved. This computation yields the TTR value.TTR serves as a powerful tool to enhance customer satisfaction. By swiftly resolving issues, you create happier customers. Additionally, it benefits the company by identifying ways to address challenges more efficiently and allocate resources judiciously. When problems are tackled promptly, customers are less inclined to switch to other companies, and their affinity for your company grows. Monitoring TTR also offers valuable insights into the performance of the customer service team, enabling you to identify areas for improvement. Therefore, TTR acts as a guiding compass, leading the company towards continuous improvement and maintaining high levels of customer contentment.

Customer Lifetime Value (CLV or LTV)

Customer Lifetime Value provides insights into the overall value a customer brings to a business throughout the entire duration of their relationship. Essentially, it quantifies how much a customer is "worth" to a business. This metric takes into consideration not only the revenue generated from the customer but also the expenses incurred to retain them.To compute CLV, you multiply the customer's value (i.e., the total revenue generated from them) by the average lifespan of a customer. This metric provides a tangible figure that represents the long-term impact of a customer on a business.Monitoring CLV is significant for evaluating customer experience. This is because it allows businesses to track whether a customer's satisfaction translates into continued and potentially increased purchases, or if their spending diminishes over time.CLV holds significant importance in the SaaS sector due to its direct correlation with customer retention. A higher CLV signifies that customers tend to stick around, indicating stronger loyalty. This metric not only measures past performance but also serves as a predictive tool. It empowers businesses to make informed financial decisions based on the expected revenue from their customer base over time. This foresight is invaluable in shaping strategic initiatives and resource allocation, ultimately contributing to the overall success and sustainability of the business.

Employee Net Promoter Score (eNPS)

eNPS is a powerful metric designed to measure employee satisfaction and engagement within an organization. Drawing inspiration from the widely used Net Promoter Score (NPS) in customer experience, eNPS shifts the focus to internal stakeholders. It revolves around a single, straightforward question: "On a scale of 0 to 10, how likely are you to recommend our company as a place to work?" The responses classify employees into three categories: Promoters (scores 9-10), Passives (scores 7-8), and Detractors (scores 0-6).The eNPS is derived by subtracting the percentage of Detractors from the percentage of Promoters. The final score ranges from -100 (if all respondents are Detractors) to 100 (if all respondents are Promoters). It provides a clear snapshot of overall employee sentiment and their willingness to advocate for the company.Employing eNPS as an organizational metric carries a multitude of advantages. Firstly, it offers a concise and measurable assessment of employee satisfaction, providing actionable insights for improvement. Furthermore, it serves as an early indicator of potential issues within the workplace, enabling timely intervention. Additionally, eNPS promotes a culture of open communication, as it encourages employees to voice their opinions and concerns. Over time, a positive eNPS trend indicates an enhanced work environment, leading to higher retention rates, increased productivity, and a stronger, more motivated workforce. Ultimately, prioritizing eNPS cultivates a workplace where employees not only excel but also become enthusiastic advocates for the organization.

Churn Rate

Customer churn rate is a crucial metric that offers a clear window into the vitality of a business's customer base. It signifies the percentage of customers who discontinue using a particular product or service within a defined time frame. This metric is particularly significant as it directly reflects customer attrition, providing insights into the effectiveness of customer retention strategies. Calculating churn rate is a straightforward process; it involves taking the number of customers lost during a specific period and dividing it by the total number of customers at the commencement of that period. This result is then multiplied by 100 to express it as a percentage.To illustrate, consider a business that starts the month with 100 customers and, by the end, experiences a loss of 10 customers. In this scenario, the churn rate for that period would be 10%. This metric serves as a valuable benchmark for businesses to gauge their customer retention efforts. A high churn rate may suggest that customer needs are not being adequately met, prompting a closer examination of the customer experience and potential areas for improvement. On the other hand, a low churn rate is indicative of strong customer loyalty and a higher likelihood of continued revenue streams.Monitoring customer churn rate yields a range of substantial benefits. Firstly, it serves as an early warning system, helping businesses identify and address potential issues in customer satisfaction. By intervening promptly, companies can implement strategies to enhance the customer experience, ultimately safeguarding customer relationships. Furthermore, a low churn rate is a positive indicator of high customer retention, leading to a more stable revenue base and stronger business foundation. It also aids in resource allocation, enabling businesses to focus their efforts on both retaining existing customers and acquiring new ones. This balanced approach ensures sustainable growth and a healthier bottom line for the company.

Improve CX metrics today

Utilizing CX metrics is essential for accurately gauging the customer experience. By employing a mix of surveys, analyzing retention and churn rates, and studying customer behavior trends, you can gain valuable insights into your customers' satisfaction levels at various touchpoints along their journey. This information is instrumental in assessing their likelihood to return or recommend your brand to others. Initiating the measurement of CX empowers you to implement necessary business enhancements that will lead to greater client retention and increased revenue generation.Now that you understand how to check how happy customers are, it's time to improve CX metrics. We've got the right tools to help you with that! Leverage the Survey2Connect platform, known for its innovative and customer-centric approach, to thoroughly examine your business challenges. Analyze and explore viable solutions, and craft pioneering strategies that will drive your business forward. Book your demo and unlock the secrets to skyrocket your CX metrics today.

Get it delivered
to your Inbox.

No spam, that's a promise!