Understanding and tracking customer experience KPIs is crucial for any business looking to enhance customer satisfaction and loyalty.
It is often asked how one should know which key performance indicator they should use to measure their Customer Experience. Ideally, a Customer Experience KPI is a number that you can follow on a regular bases to evaluate if your company is moving towards your business and Customer Experience goals. Each KPI plays here its own role.
Key Customer Experience KPIs
- Customer Satisfaction Score (CSAT): This metric gauges how satisfied customers are with your product, service, or interaction. It’s typically measured through surveys that ask customers to rate their satisfaction on a scale of 1 to 5.
- Net Promoter Score (NPS): NPS measures customer loyalty by asking customers how likely they are to recommend your company to others. Responses are categorized into promoters, passives, and detractors.
- Customer Effort Score (CES): CES assesses how easy it is for customers to interact with your business, whether it’s resolving an issue or making a purchase. A lower effort score indicates a smoother customer experience.
- Emotional Value Index (EVI®): This unique KPI measures the emotional impact of customer interactions at various touchpoints. Understanding customer emotions can provide deeper insights into their satisfaction and loyalty.
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For further analysis in finding the KPI that will fit best your needs, please see the Customer Experience main KPIs comparison table below that describes the four most popular metrics measured in Customer Experience – Emotional Value Index (EVI®), Customer Effort Score (CES), Customer Satisfaction Score (CSAT), Net Promoter Score (NPS).
How to choose the right KPI for your CX program?
The first step is to ask yourself “What is my goal” and then “How can I measure if I have achieved my goal”. We suggest defining goals for every customer journey stage. This will help you get started with the evaluation about what could be the key KPI you should measure and use to follow your progress towards your business and CX goals.
Why KPIs Matter
Tracking these KPIs allows businesses to identify pain points in the customer journey, make data-driven decisions, and improve overall customer satisfaction.
For further information about the four KPIs above and two additional valuable CX KPIs, check the blog article Customer Experience KPIs: The Hall of Fame.
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