How strong is the Customer experience (CX) measurement system in your company?
Please rate each of the following statements below from 1 to 5 , where 1 is completely disagree and 5 is completely agree. At the end of the questionnaire sum up all of your ratings and find the result next to your score. So grab a pen and paper, this should take about 10-15 minutes to complete.
Measurement system
1. We have a set of operational metrics (for instance first call resolution, % of defects, % of complaints …) that we use to track operational excellence.
2. Up-to-date operational metrics are freely available to all employees in the company.
3. We know how operational and CX metrics are correlated in our company.
4. We have a set of commercial metrics (for instance ROI, profit, market share, % of sales, new acquisitions, number of recommendations, average purchase, life time value …) that we use to track commercial performance of the company.
5. Up-to-date commercial metrics are freely available to all employees in the company.
6. We know how commercial and CX metrics are correlated in our company.
7. We have a set of CX metrics that we use to track the quality of customer experience in the company.
8. Up-to-date CX metrics are freely available to all employees in the company.
Usage of CX metrics
9. CX metrics are used by different departments in decision-making process.
10. CX metrics are regularly discussed at the meetings across functions and different layers of management.
11. All company projects have CX metrics as part of their KPIs.
12. CX metrics are part of KPIs for front-line employees.
13. CX metrics are part of KPIs for middle management.
14. CX metrics are part of KPIs for top management.
Reliability and quality of CX data
15. We regularly collect quantitative and qualitative feedback from the customers.
16. We regularly check the sample to ensure that it is representative of all our customers.
17. We have a set of quality control measures to ensure non-biased data collection.
18. We work both with reactive and proactive customer feedback.
19. We look at feedback collection as a touch point in interacting with customers.
Results:
19 – 40 – WEAK
You use commercial metrics to understand the commercial performance of your company and operational metrics to understand your operational excellence. You probably do not use specific CX metrics, such as NPS (Net Promoter Score), CSAT (Customer Satisfaction Score) or CES (Customer Effort Score) or they are not yet linked to your commercial and operational metrics. You do not know for sure how customers experience your products and services and what influences their satisfaction, ease of usage, willingness to recommend and what are the main drivers of their loyalty.
40 – 70 – AVERAGE
You use commercial metrics to understand the commercial performance of your company and operational metrics to understand your operational excellence. You use one or more specific CX metrics, such as NPS (Net Promoter Score), CSAT (Customer Satisfaction Score) or CES (Customer Effort Score) but those are probably not completely linked yet to your commercial and operational metrics in a unified model. You are aware of how customers experience your products and services in terms of satisfaction, ease of usage, willingness to recommend but it is not completely clear what the influences or reasons are behind the results. Therefore, it is difficult understand the financial impacts of your CX initiatives, for instance if your NPS score is 71, you are not yet able to answer why and what this score and its changes mean in terms of commercial performance.
70 – 95 – STRONG
Congratulations, your CX measurement system is strong! This means you have built a unified model that links your CX metrics to your operational metrics and to your commercial metrics. Therefore, you clearly understand not only how customers experience your brand, products and services but also what are the reasons behind their assessments. These metrics can then be used as KPIs for your projects and employees and are valuable guidelines in your decision-making processes. Your data is trustworthy and reliable. Your next step is to build a strategy and use CX frameworks and tools for implementing changes and building a customer centric culture in you company.
Author: Olga Guseva, international customer experience strategy expert and CXPA recognized trainer