Investing to improve your business’s customer experience (CX) can be the difference between its success and its failure.
When companies take the time to strategically plan and improve their customer experience, it pays huge dividends. Forrester Research has stated companies that improved their CX from below average to above average saw an additional $1.3 billion revenue.
The ROI from improving customer experience is directly related to increased customer loyalty. As each customer buys more, you lose fewer customers, and your customers are more willing to spread good news about your business.
We’ve all shared good or bad things about a company before. I know I have.
I’ve tweeted about how easy it was to sign-up for a free trial, posted a photo of a nasty hotel room on TripAdvisor, and complained on Facebook while waiting on hold. Reaping the benefits that come from improved customer experience depends on your ability to measure and test your investments in CX, otherwise you won’t know which investments are working and which are not.
It’s like management guru Peter Drucker once said:
“What gets measured gets managed.”
When you start measuring CX, you’ll notice something – your investments not only produce a return because they generate new business or bigger sales, but also because they save you money.
Measuring customer experience, requires a change in focus – you need to step back from traditional product-centric measures of performance and start focusing on the basic functions of your business by identifying customer beliefs and touchpoints.
One of the toughest steps for me was getting used to tracking fuzzier (but no less important) qualitative metrics as well as quantitative analytics.
Ultimately, there are four steps you need to take if you want to be able to measure your customer experience.
Step 1: Get Into Your Customer’s Brain
The first (and most important step) is getting to know and understand your customer. This helps you set aside your biases and beliefs about your product and move towards understanding their perspective.
It’s how you “walk a mile in their shoes.”
I’m sure you already know your customers – you have some basic information on them and you know what content they consume on your site. But many businesses still fail to understand them.
Whenever I try to understand my customers, I ask a few questions:
- What problems are my customers trying to solve?
- Why do they choose to read those blog posts or ebooks?
- What questions do they need answered?
- What kind of information did they need, but were unable to find?
- What will it take to earn a few word-of-mouth mentions from them?
- Are my customers and their behaviors changing over time?
The Drudge Report is an ugly, aesthetically unappealing, site that many people dislike on principle, but it continues to exist and prosper because of the degree to which it understands its customers.
- Information relevant to its audience
- Multiple perspectives on different stories
- Stories that its readers are interested in, but might not have known about
- Up-to-date information
- Exclusive stories that other media outlets haven’t covered
- Practical, interesting content that’s great fodder for a conversation over drinks
Even if you dislike the Drudge Report, you need to be willing to learn a lesson or two from it.
Step 2: Identify points of contact
Measuring customer experience depends on identifying each point of contact your customer has with your business. These touchpoints can be virtual (a website or newsletter signup form) or exist in the real world (customer service kiosk or the behavior of your staff at the cash register).
Your customers will evaluate you with each contact they make with your company to determine how well you live up to their expectations. Did you delight them? Surprise them? Did they leave very quickly?
These points of contact can be measured with touchpoint metrics.
Touchpoint metrics are specific to customer experience – they are developed to measure the attributes of each point of contact someone makes with your brand and how they relate to your business’ goals and weight for every specific action.
For example, if I took my car in to be serviced at the dealership, my first touchpoint would likely be either a sales person in the building, a receptionist or someone at the service desk.
When I make my way to the service desk, there are going to be a series of things that I’m looking for: the staff should be courteous, they should be able to quickly identify my problem, and, probably most importantly, I don’t want it to take forever.
To measure the customer experience, you need to measure all of these factors, and even measure additional business goals that wouldn’t necessarily be on my list.
For example, the dealership could measure the percentage of people coming in for an oil change who select the upgraded package with premium oil and top of the line filters.
By monitoring how well you meet customers’ expectations and how effectively you are achieving business goals at each touchpoint, you will be able to know if and how you are impressing customers. You’ll also know what business functions are performing and which are holding you back.
Step 3: Develop solutions
Now you know what you are doing well and what you are doing poorly. It’s time to develop solutions that can address these problem areas.
If you measure touchpoint metrics for customer or technical support and notice people are waiting too long on hold, need to make multiple calls to solve their problems or that your sales reps aren’t upselling successfully, you can theorize potential solutions to those problems.
- If people aren’t signing up to my email newsletter, I might need to change the content or improve my call-to-action
- If a landing page has a high bounce rate, it would make sense to test different headlines
- If people aren’t downloading my ebook, maybe it’s addressing a problem my customers don’t have
- If people are switching from free accounts to premium accounts at a desirable rate, can I segment my list more appropriately?
Step 4: Measure solution metrics
Solution metrics (qualitative and quantitative metrics that measure the effectiveness of your solutions) work to complement touchpoint metrics. I use solution metrics to help understand why my touchpoint metrics are changing.
When I use solution metrics, I narrow my focus to the problem areas I identified with my touchpoint metrics. I ask myself one question: Are the problem areas improving or worsening after I implemented my solution?
In real terms, that means:
- Have I increased the number of subscribers to my newsletter?
- Has one particular headline helped reduce my bounce rates?
- Is my new ebook getting more downloads than my old ebook?
- After segmenting my email list and personalizing offers, are more people converting from free to premium accounts?
Using solution metrics, you can test your ideas to see which effectively address the problems you identified and which fail to do so.
Once you know which solutions are effective and which aren’t, you’ll know where to focus your business’s resources so you can see the biggest improvement in customer experience.
Hypothesize, test and measure, and adjust accordingly – it’s an age-old strategy that could see your business convert more people into paying, happier customers.