How To Measure and Analyze Customer Experience or CX
Measure and Analyze Customer Experience or CX

How To Measure and Analyze Customer Experience or CX

From what we wrote so far, customer experience can look like a subjective concept that’s difficult to measure. That’s why you need to rely on a number of different CX metrics that can be used individually or together to get an indication of customer experience in your business.

By having a measurable indicator of CX, you can track how it improves (or worsens) over time and use it to evaluate the success or failure of changes you make that might be affecting your customers. Here are four top metrics used by CX professionals to track customer experience over time:

Measure and analyze customer experience or CX

  • Customer Effort Score (CES)
  • Net Promoter Score® (NPS)
  • Customer Satisfaction Score (CSAT)
  • Time To Resolution (TTR)

Customer Effort Score (CES)

Customer Effort Score measures the experience with a product or service in terms of how ‘difficult’ or ‘easy’ it is for your customers to complete an action.

CES surveys are usually sent out after an interaction with customer service, with questions such as ‘How easy was it to get your issue resolved today?’ and a rating scale going from ‘1: very difficult’ to ‘7: very easy’. They also work well after customers reach important milestones in their journey (for example, after they sign up for a free product trial or after they successfully concluded a transaction).

Net Promoter Score (NPS)

Net Promoter Score is a customer loyalty score that is derived from asking customers a simple closed-ended question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”. 

You can choose to adapt the question slightly to better suit your business and use a follow-up NPS question to get more insight, but the point of NPS is to get a simple numerical score on a scale from 0 to 100 that represents customer experience.

 

Customer Satisfaction Score (CSAT)

CSAT surveys measure customers’ satisfaction with the product or service they receive from you. They can be expressed with a 5- or 7-point scale (where 1: very unsatisfied and 7: very satisfied), or through binary yes/no answers.

Unlike the Net Promoter Score, which asks customers to consider their overall feeling towards the brand (and thus, their likelihood of recommending it or not), CSAT focuses the customer’s attention on specific touchpoints they were satisfied or dissatisfied with.

Time to resolution (TTR)

TTR is the average length of time it takes customer service teams to resolve an issue or ticket after it’s been opened by a customer. It can be measured in days or business hours, and is calculated by adding up all times to resolution and dividing the result by the number of cases solved.

In our customer experience stats and trends, we found that the leading cause of customer frustration is a long wait/response time. For that, TTR is a crucial metric to track and improve: the shorter your TTR, the higher the chances your customers will not experience frustration when they reach out for help.