Listening to the stories of your customers and put their importance first. That is where the focus lies for customer-oriented organizations and their entire business operations. But how do you come across as an organization when a customer is really enthusiastic? How do you measure the result? You can read that in this blog.
Measuring is knowing! Map the customer experience
Mapping the customer experience is the best predictor of revenue growth. Because an optimal customer experience results in loyal customers and more predictable returns. Because loyal customers provide positive word-of-mouth advertising, increase your online reputation, are less likely to switch, they spend more and your organization costs less. Loyal customers deliver more at the bottom of the line. And on the other side of the coin you see (according to Ruby Newell-Legner in her book 'Understanding Customers') that:
- Only 4% of disappointed customers complain
- Around 90% of disappointed customers leave without telling you why
- Even if 80% of your customers are positive, this gives a customer turnover of 18%
So attracting and retaining loyal customers should be the focus of every customer-driven organization.
Methods to measure customer experience
- Inventory of the extent to which a customer would return
- Mapping emotional and calculative involvement
- Recommendation intention translated into the NPS question
- Difficulty that a customer experiences when contacting or solving a question / request translated into the CES questiong
- Valuing the performance of an organization (Customer Satisfaction Score, CSAT)
Proven customer feedback measurement methods (NPS, CES, CSAT)
Methods that have been proven to have a connection between the scoring method and the revenue growth are the Net Promoter Score (NPS) and the Customer Effort Score (CES). CSAT (Customer Satisfaction) is often applied when asking for a recommendation is not a logical question or when asking for a recommendation is not appropriate, for example questions about healthcare institutions or questions about the government. In practice, we see that the deployment of customer feedback KPIs is most successfully implemented when a single KPI is chosen. Everyone within the organization is sent on, for example, the NPS, CES or the CSAT.
Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty through the recommendation question: 'How likely is it that you would recommend product / service / company X to friends or family?' Get a quick insight into how loyal your customers are to your brand or organization.
Customer Effort Score (CES)
CES provides insight into how your customers experienced the service through the question: "How much effort did you need to do to get your question answered in full?" With CES you measure the various contact moments during the customer journey.
Customer Satisfaction Score (CSAT)
With the CSAT you measure the satisfaction of your customers about the purchased products or services. You ask the customer to assign a rating to your product or service in the form of a report mark on a scale of 1 to 10.
The above KPIs give you more insight into the needs of your customers and how they experience the experience of your brand or organization. Ask the right questions at the right time within the customer journey and automate this process. Get the most out of your customer research without overwhelming customers with unnecessary questions.