Sogolytics is all about collecting feedback<\/a> to help our clients learn what their customers truly want and provide exceptional CX. That’s why we\u2019ve compiled some of the most useful metrics that we\u2019ve found for improving overall CX strategy and providing greater ROI wins for organizations.<\/p>\n Follow us as we delve deep into the key metrics in this series and demystify quantitative customer experience!<\/p>\n Your customers are as diverse as the products and services available to them from a multitude of companies. The only way to make sure you\u2019re tapping into the pulse of your customers is through effective customer experience management<\/a> built around powerful analytics to gain a better understanding of what they want. The metrics within that platform should give you a great snapshot of what\u2019s working and what\u2019s not, while also give you a guideline on what actions you can take to improve the overall experiences.<\/p>\n But what metrics are important to know? How do you use them to provide better experiences than ever before? Well, we\u2019re here to help you answer that.<\/p>\n 1. Customer Satisfaction (CSAT)<\/strong> \u2013 One of the most recognizable metrics in CX is the CSAT score. And why shouldn\u2019t it be? Knowing how satisfied your customers are with your products, services, or support can really help you home in on how well\u2014or poorly\u2014your company is doing. It can be measured with simple question responses like \u201cvery satisfied, neutral, or dissatisfied.\u201d Of course, the simplicity of the answer options hides a much more nuanced scoring method. CSAT not only reveals how good a customer experience was, but can also be used to determine other customer opinions and preferences. Think of using questions like: \u201chow was your experience today?\u201d, \u201chow do you feel about the website design?\u201d, \u201chow satisfied are you with the purchase process today?\u201d These are very<\/em> different questions for your customers, and each of them can determine possible changes to be made.<\/p>\n Pro Tip:<\/strong><\/em> Think about what sort of information you want when designing CSAT questions<\/a> to gain deeper knowledge from your customers on an array of areas!<\/p>\n 2. Net Promoter Score (NPS)<\/strong> \u2013 NPS<\/a> is a score that many are familiar with, even if they don\u2019t know what it\u2019s called. Typically, it\u2019s associated with a range of sad to smiling emojis on a scale of 1-10, used to determine how likely a customer is to recommend an experience, product, or brand to others in their circle. Knowing where you fall on the NPS scale with your customers can tell you how loyal they are, where your promoters and detractors are, and where you have opportunities to be better (with your neutrals and detractors.) With a good feedback<\/a> platform, you can ask follow-up questions that will help you find the key drivers that could change your score. Why not ask someone to elaborate on their experiences, or explain what could have made it better, if their score is outside of the promoter range? You may find insights that will help you improve customer experiences and NPS!<\/p>\n Pro Tip:<\/strong><\/em>\u00a0Think beyond the smiles and be sure to have follow-up questions to let your customers tell you why they scored you the way they did.<\/p>\n 3. Customer Effort Score (CES)<\/strong> – The CES is a bit different than CSAT and NPS, but is no less important. Here the focus is on process. How hard did your customers have to work to get their issues resolved? To get to through to checkout? To find the information they needed on your website? The CES is an exercise in examining your efficiency through the customer perspective. It can reveal nuanced insights. For example, you might discover\u00a0that there are too many clicks to reach check out, thereby highlighting a high abandoned cart rate. Customers get asked for a lot of information, and they appreciate when it is used safely and with relevance to their interests. Understanding how much effort your customers put into their interactions with you can help you make a seamless and more engaging process for everyone.<\/p>\n Pro Tip:<\/strong> <\/em>Don\u2019t ignore CES in favor of other metrics! It can highlight changes that will ultimately save you time, money, and raise your ROI<\/a>!<\/p>\n 4. Customer Churn Rate (CCR)<\/strong> \u2013 No one wants to lose customers. It\u2019s anathema to every mission and vision of businesses. Acquiring and retaining customers is always the name of the game. Still, losing customers does happen, and it\u2019s not always a bitter break-up. Understanding how many customers are leaving, and why, can lead to greater understanding of not only products and services, but of the business itself. A high customer churn rate could mean your customers are dissatisfied (and this may in fact correlate with a low CSAT rating). Perhaps it means that you need to target a different market, set better expectations, or that support (or something else in their experience) was bad. Of course, you won\u2019t know what went wrong if you don\u2019t ask them<\/a>. Checking in to find out why they left can be a great way to sometimes win a customer back or ensure you won\u2019t lose others for the same reason. A high CCR signals something is wrong, and it needs to get fixed\u2014fast.<\/p>\n Pro Tip:<\/strong><\/em> Having an automated alert<\/a> set up when CCR goes too high is a great way to immediately be able to respond to issues.<\/p>\n 5. Conversion Rate (CR)<\/strong> \u2013 If content is king, conversion is its queen. You could have hundreds of thousands of words penned in ads, sales collateral, blogs, webinars, and more, but what does it all mean if it\u2019s not converting anything? Your message must ring true with your customers, and if that message isn\u2019t reaching them effectively, changes are needed. You need content and information to provide for your customers, for sure. 90% of customers<\/a> will search online about a company before they will visit or even think of making a purchase from them. So content is absolutely key to attracting them, but that content must be compelling enough to convert your customers. Conversion rate can come from many sources (ads, downloads, page visits to link click, etc.) but it will show how effective your messaging is for your customers.<\/p>\n Pro Tip:<\/strong><\/em> Authenticity and experiences matter for customers, so you see your greatest conversions when these ring true in your messaging.<\/p>\n 6. Marketing Campaign Effectiveness (MCE)<\/strong> \u2013 This one is a bit tricky, but very important to understand and use at all times. MCE deals more with the campaigns you design for your existing customers and potential customers coming in. Marketing is always part of the CX strategy because it is through marketing that most initial customer contacts with your organization\u2019s story and messaging occur. Your MCE is a composite of other metrics within it (like marketing channel numbers, retention rates, sales metrics, click through rate, etc.) that can paint a picture of how well a marketing campaign is doing with your customers and on the operational side. It\u2019s a powerful snapshot metric that can directly affect changes in CX and marketing strategy based on its reports.<\/p>\n Pro Tip:<\/strong><\/em>\u00a0Set up the metrics that will determine your MCE during the marketing strategy<\/a> phase to make the most of it and include the different departments that will make the campaign a winner!<\/p>\n 7. Average Resolution Time (ART)<\/strong> \u2013 Average resolution time is directly connected to your support metrics. We never want there to be a problem for our customers, but in the event that there is, we want to resolve it quickly. By knowing how quickly resolution occurs\u2014and through which support channels, like online chat, phone, or email\u2014you can see where your customer service is excelling versus where improvements are needed. Of course, not all problems have to be vastly detrimental to the company. A low ART could be caused by something as simple as a website link that doesn\u2019t work. But no matter the size of the problem, handling them all with efficiency and empathy resonates with customers. ART has great similarities to average handling time (AHT), in that typically lower numbers are better.<\/p>\n Pro Tip:<\/strong><\/em> All-star support can be a life-saver to your company. Keep your ART low and your care for your customers high.<\/p>\n 8. Direct Traffic (DT)<\/strong> \u2013 Direct traffic refers to those who come to your site without having to go through any referral. You often hear it described as the customers that found their way to your site directly by typing in the domain name, or from a bookmark they have of the site. The thing is \u2026 direct traffic is odd, and it\u2019s actually more than just that. Many SEO experts will say that more than 50% of direct traffic<\/a> is coming from other sources. So, there are a couple ways to get direct traffic. It could be something like a QR code, links in email, or other places where it may not have been tagged right to show the exact source. Not to get too complicated here, but knowing about this metric can also be good for your CX strategy. You can get an understanding of where people are coming from, and those sources can also shed some light on campaign effectiveness, search rankings, and more.<\/p>\n![\"Your](\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/06\/zachary-nelson-98Elr-LIvD8-unsplash-1024x683.jpg\")
<\/a><\/p>\n8 Metrics You Can Count On<\/h2>\n
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