Why should you use several cx KPI’s at the same process?

Most organizations have identified company goals such as the improvement of customer experience. You can perform all kinds of measurements to get a grip on those company’s performance goals per department. Even with the use of several KPI’s and cx metrics at the same process! In this blog we will explain how to use various customer experience KPI’s such as NPS and CES in your organization and processes.

Which KPI’s can you use for measurements?

Your organization can use the following KPI’s to measure customer experience:

• NPS: Net Promoter Score
• CES: Customer Effort Score
• CSAT: Customer Satisfaction

Use several KPI’s instead of just one central metric

Measuring customer experience takes place on different levels and moments in the organization. Sometimes it’s better to use several KPI’s instead of using one central metric to fit your needs. This way you get a better view of your organization because every so often a certain KPI works better for one department than for the other.

Let’s start with a practical example: customer Anne talks to employee Jack. They make an appointment. The customer arrives, but the appointment is not with Jack but with a colleague of his: Robert. Both employees (Jack and Robert) have different ideas concerning successful customer service for their department. You can check both processes with several KPI’s; CES for the making of the appointment and NPS for the experience during the appointment.

In one of our previous blogs, we’ve explained the advantages of each key performance indicator and showed examples of when to use which KPI for what moment.

But how to deploy several KPI’s in practice?

By performing several measurements, you get an overview of each process revealing strengths and opportunities for improvement. So, depending on which goals you want to measure, a certain method or metric is applicable. You may also end up with a combination of cx metrics, just like the examples above. That deepens your research outcome.

To determine which KPI’s are suitable for your organization, we advise using the customer journey to decide what you want to ask your customer at what moment. Set up a driver analysis for each customer experience metric and find out what impacts most on the score.

Customers will answer any feedback question based on their own experiences. Sometimes this results in feedback that is not geared towards the process the organization wants to improve, in which case a second CX KPI is recommendable.

Practical example

For instance, a car damage-repair company wants insight into the performance of their customer services, responsible for making appointments with the customers for windshield repair. They ask the customer to answer the NPS question after the repair has been done and define NPS drivers by asking several follow-up questions. Most customers indicate that they base their NPS score on the quality of the repair, and not on the accuracy of the appointment. Because of this, the customer service department has little or no link to the NPS score, which leaves the organization with insufficient information on their performance.

In situations like this, we recommend using a second, supplementary CX KPI, for instance the Customer Effort Score (CES). This will provide relevant information for both processes, and it allows the organization to focus on customer services in a separate process.

One overview with the CYS feedback system

With the systems of CYS, it is easy to combine several KPI’s and evaluate the outcomes in one overview. Personalized dashboards for everyone in your organization provide structure and clearness in the feedback result, even if you use different types of metrics. If you want to know more about the deployment of customer experience KPI’s, download our free e-book about ‘A successful CX program – from measuring to improving’. Curious about what CYS can do for you as an organization with your specific needs and wishes? Let’s have a chat about customer experience management!