Studies show that:
- 72% of customers share a positive customer experience (CX) with 6 or so people.
- Just 13% share a negative experience, but they share it with 15 or more people.
- Only 1 out of 26 people complain directly to the company – the other 25 simply stop transacting or interacting with the brand, most likely never to return.
So, given that last, especially dismaying statistic, how can your company know whether you’re providing terrific or terrible CX? The answer is through metrics, which make CX easy to quantify and—with insights derived through proper analysis—improve.
Let’s take a look at the best-practice metrics and what they mean:
TTR stands for Time to Resolution, the average length of time it takes your customer service team to resolve customer issues. Long wait time is the leading cause of customer frustration, so the quicker issues can be resolved, the better the customer experience.
CES stands for Customer Effort Score – how easy or hard it was for a customer to complete a given action, from browsing or buying to making a comment or complaint. This is usually measured on a scale from ‘1: very difficult’ to ‘7: very easy’.
CSAT stands for Customer Satisfaction Score, which ranks what customers think about a specific product or service they received from your company. These surveys typically comprise multiple questions, designed to elicit short-term, fairly concrete answers. CSAT is customizable, to identify strengths, weaknesses, and areas for improvement.
NPS stands for Net Promoter Score, which measures customer loyalty with a simple question—how likely are you to recommend our product/company to a friend, colleague, or family member?—and maybe a follow-up or two. This translates a customer’s long-term feeling toward your brand into a comprehensible, actionable number.
So, to sum it up simply:
- TTR = how quickly you’re able to help customers
- CES = how easily customers can do or get what they want
- CSAT = what customers think about a product or service, short-term
- NPS = how customers feel about your brand, long-term
Maintaining low TTR and high CES, CSAT, and NPS numbers can be challenging, but a company that rises to that challenge can definitely come out on top with great CX.