What are the customer experience parameters that enable you to follow the customer more closely and control the ups and downs instantly by improving your customer experience processes?

You do not have to analyze all the parameters described here, but you can use the ones that suit you best.

   

To get started, we split the Customer Experience parameters into two, using the key metrics CSAT/DSAT, CES, and NPS first. As a result of these analyzes, by combining operational business parameters, it is the way to show us how much the customer experience and brand loyalty are affected in the sub-segments.

Let’s examine the Customer Experience parameters and see the benefits it can provide to improve your customer experience and customer experience processes.  

Net Promoter Score (NPS)

It is one of the effective customer experience metrics that will allow you to analyze the loyalty and loyalty levels of your customers to the brand.

Let’s measure Nps by asking a sample survey question:

“What is your tendency to recommend us to your relatives and friends?” Participants can choose a number out of 10 points on a scale of 0-10 where 0 means “I Strongly Do Not Recommend” and 10 means “I Strongly Recommend”.

Be sure to feel free to create a text field for respondents where they can explain their preferences.

How is Net Promoter Score Measured?

In the survey you created, you should ask a question that includes the Net Promoter Score (NPS).

Trigger the survey from a channel your customers frequent; Analyze your customer’s experience in the online channel by removing pop-ups after the transaction from the website.

There Are 3 Different NPS Segments;

– Those who disparage (0-6)

– Passives (those that give 7-8 points)

– Supporters (those who give 9-10 points)

Then subtract the percentage of detractors from the percentage of promoters.

Net Supporter Score (NPS) Calculation Formula

Regularly use the NPS analysis type to measure and evaluate your customers’ loyalty to the brand. This evaluation will lead you to closely monitor the ups and downs of your brand loyalty in certain periods, or direct an NPS survey in certain areas after the application / post-process to monitor the result of the action you take about a customer. Take the NPS survey at the most interesting touchpoints in the customer journey, such as after your customer has contacted customer service, upgraded their current plan.

How to Use Net Promoter Score to Improve Customer Experience?

NPS is a popular customer experience metric used around the world as it monitors your customers’ general attitudes and behaviors towards your brand.

Based on the score and feedback you receive:

Ask your detractors (and passives) how you can improve their experience;

Try to get their attention even more by offering special offers, gift certificates or limited offers; By attracting potential customers and leaving reviews, encourage them to recommend your company more with your campaign management; Resolving the complaints raised by the abusers and delighting your loyal customers will also do wonders for your customer experience by reducing the risk of churn.

How do you perform against your competitors?

Our report, where you can evaluate the 2022 NPS Analysis, will help you determine your Net Promoter Score level and discover whether you are good in this field.

Customer Satisfaction Index (CSAT)

The Customer Satisfaction Index (CSAT) reflects the level of customer satisfaction with a product, feature or service you provide.

You can measure CSAT by creating your question with a rating from 1 to 5 about your customers’ overall experience with your brand. Unlike NPS, CSAT is more general and deals with the customer’s first touchpoints.

For example; Using a new feature in MobilApp, receiving the ordered product or ending a call with a customer representative.

 

How is the Customer Satisfaction Index Measured?

As a result of the feedback you collect from your customers, the two steps you need to follow are: Plot the average to understand what level your overall customer satisfaction score is; The CSAT calculation formulation divides the number of happy respondents (those who chose a 4 or 5 scale) by the total number of respondents. Customer Satisfaction Index (CSAT) calculation) Show CSAT surveys as a popup on your website after your customer sends a specific post-transaction, automated post-transaction sms, or performs a Cati survey. Don’t forget to restart the survey regularly to monitor your level of success and your performance ups and downs over time. How to Use the Customer Satisfaction Index to Improve Customer Experience? The higher your CSAT score, the better for your brand.

 

“I was able to reach the Customer Representative very easily when I needed it.” Those who participated in the survey should choose an option ranging from “strongly disagree” to “strongly agree” with a 5-point scala question pattern. You can use 1-5 Scala / Star template question types

How is Customer Effort Score Measured?

To calculate the Customer Effort Score, you need to plot your average level. You can measure it by dividing the sum of Customer Effort Scores by the number of survey responses. Customer Effort Score (CES) calculation formulation One of the most important points is that you should trigger your CES surveys right after your customer completes their call in the call center or right after you perform certain steps and complete their interaction on your website. Automate the CES measurement with the rule sets you set and monitor your progress. If you want to gather more information from your customer, customize your survey by adding different questions suitable for the CES parameter.

How to Use Customer Effort Score to Improve Customer Experience?

According to CES Harvard Business Review, one of the world-class and accepted parameters, by minimizing the customer’s effort to make brand loyalty more agile, you will have a positive impact on customer satisfaction by making your customer’s work easier.

The Only Thing That Will Happen As A Result Of A Bad Experience Is A Crisis!

What is more likely than compliments by your customers is that they share their bad experience with their surroundings, which clearly shows that if their complaint is not resolved, their bad experience will create a crisis in social media channels and cause serious damage to your brand. This crisis, which will arise from a single event, shows us how sensitive and important customer satisfaction is. Track your Customer Effort Score directly, plan your next improvement processes according to the negative feedback your customer leaves. Be sure to resolve any negative feedback about you. Make sure your customers always leave happy. CES, which is touch point-based, will allow you to understand your breaking points. Customer Lifetime Value (CLV) The Customer Lifetime Value (CLV) measurement reveals the current and future interactions of your customers and the impact of marketing on their purchasing behavior. The higher the CLV, the higher the level of ROI (Return on Investment) you get from your customers. This customer experience metric is popular with marketers who want CLV to be higher than CAC (Cost of Customer Acquisition). The reason is simple: If you spend more on your customers than your customers spend on you, you will never grow.

 

How is Customer Lifetime Value Measured?

CLV is a metric associated with your Operational data. To measure CLV, you must multiply the average sales value by the number of transactions and average holding time. Then multiply the result by the profit margin. Calculation is that easy. How to Use Customer Lifetime Value to Improve Customer Experience The Customer Lifetime Value parameter will help show how much your services are appreciated and how satisfied they are with your brand. Tactics to design customer journeys based on your customers’ feedback, implement loyalty programs or increase CLV with campaign management can also improve customer experiences. Your customers will feel that their ideas are valued and will value it and want to take advantage of the opportunities. Who can say no to that! If your CLV is high, it means that there are advantages that you can use. For example; You can use it as your company’s USP (Unique Selling Point). Never break your line. Never compromise your quality for the income you will earn in a short time. Otherwise, this will be a behavior that shows you that your momentum is gradually decreasing in the long run. Customer Retention Rate (CRR) Customer Retention Rate (CRR) shows how much you retain your customers over a period of time. It helps you evaluate how successful your current customers are in retaining and how likely they are to leave. Contrary to popular belief, acquiring a new customer is 5 to 25 times more expensive than retaining an old customer. That’s why it’s pretty good to keep your Retention Ratio (CRR) high.

How to Measure Customer Retention Rate?

The measurement of this parameter you want to measure is quite easy. To measure CRR first, subtract the number of new customers from the number of customers you have at the end of a given period. Then divide your result by the number of customers you had at the beginning of the period. How to Use Customer Retention Rate to Improve Customer Experience? The more customers you keep happy and retain, the better your customer experience should be. That’s why we always set the CRR (Retention Ratio) to max. You must keep it level. Segmenting your customers is one of the important points to see the level of CRR in each category. Focus on the segment that your customers have left negative feedback on and increase satisfaction in this area; by improving customer problem resolution, with innovations and improvements you offer… Customer Attrition Rate (CR) The Customer Retention Rate, which is the opposite of CRR (Customer Retention Rate), shows how many customers you lost from your company at a given time. Do you think you are successful enough in retaining your customers? The churn rate is one of the metrics that will help you evaluate this success and help you monitor your brand loyalty. You can calculate the number of customers who left you in a certain period by the ratio of the number of existing customers.

 

How to Use Customer Attrition Rate (CR) for Better Customer Experience?

The high loss of customers you observe as a result of the analysis is an alarm for you to strengthen the customer experience. By monitoring CCR (Customer Retention Rate), you can observe when and why customers are more likely to leave without actually Churn you. If you want to learn this directly from the customer; You can find out by triggering a survey, such as a returned order, a canceled membership. Then, create campaigns to prevent your customers from leaving you. It can also be a discount coupon or offer a discount code on recreational activities. Average Resolution Time (AHT) Average Resolution Time evaluates the quality and performance of your customer service support teams. As a result of the communication between the representative and the customer, it shows how long the customer’s transaction is resolved on average. Since the Average Solution Time will vary depending on the subject of the problem and the communication channel established, there is no specific comparison value. How is Average Resolution Time Measured? To calculate AHT, you can measure the total time spent resolving calls in a given period by dividing it by the number of requests during that period.

 

How to Use Average Time to Solution (AHT) to Improve Customer Experience

When you use this parameter, you cannot get a direct response about customer experience. However, it will still help you improve your Customer Experience processes. For a problem-free customer experience journey, you should solve the problem with high performance. Therefore, the lower the AHT, the better the average resolution time you can see. For this, first of all, we strengthen your Customer Support Teams and reduce the average solution times to min. Make an effort to level up. Expanding your support teams will help them work more efficiently. First Contact Solution (FCR) First Contact Solution is the customer experience parameter that reveals the effectiveness of customer representatives. It shows how well your team is performing at solving customer problems after the first contact attempt. How to Measure First Contact Solution (FCR) You can calculate the FCR rate by dividing the total number of requests resolved by the customer representatives in the first attempt.

 

First Contact Solution (FCR) calculation

Once you’ve clarified some details, you should define what “first try” means to you. As an example of the detail part I mentioned, you should determine whether you will count every request you receive or only those received, including unfinished customer service calls, misdirections. Remember to identify such details before starting the analysis. How to Use First Communication Solution to Capture Customer Success? The first communication solution is a type of analysis that monitors how well your customers are interacting with the brand. In fact, the higher your FCR, the more successful your customer experience journey is. Do not forget to follow this rate, if your rate drops, take precautions! You can improve your performance with the data you get by analyzing both AHT and FCR to increase the efficiency of your Customer Service department. Customer Referral Rate It is a numerical value that shows how many people tend to recommend Customer Service to their relatives and friends. Analyzes the recommendation rate of customer services. The referral rate works best if your company has a dedicated referral app that uses tracking links by following your customers’ footsteps. Otherwise, you have to process the data one at a time.

How to Measure Customer Referral Rate?

You can find the customer referral rate when you divide the number of purchases in a given period by the overall number of purchases. Try-to-Pay Conversion Rate (TTP) It reflects how many people have preferred your product by switching from the demo (free) version to the paid version. Usually Saas is popular in companies like Microsoft. This metric helps to: Identifies your customers with high potential according to your customer segment. (You can predict your current and future profitability) It will help you discover which of the solutions you provide is more popular. It helps you estimate your income. How to Measure Trial-to-Pay Conversion Rate You can calculate the no-try-to-pay conversion rate by dividing the number of customer conversions in a given period by the number of trials ending in the same period. (Due to someone moving the membership to a paid subscription or the expiration of the trial) Try-to-Pay Conversion Rate calculation If your company offers a free plan (as we did with Symetricx), monitor the status of paying users versus non-paying users. This will help you estimate your customers’ conversion rate.

 

How to Use Trial-to-Pay Conversion Rate for Customer Success

We pay for products we like. Therefore, the more people choose to upgrade their plans, the happier they will be. Of course, this is a simplification, especially if you offer a freemium plan. Try to gain as much information as possible by tracking your conversion rates. For example, track when your customers are more likely to convert, or see which audience segment is converting the best. Then you can target and personalize your nurturing campaigns. Measure End-to-End Customer Experience What are the “Customer Experience Parameters?” that you should focus on first. There is no clear answer to this question. So the important thing here is related to your business strategies and brand culture. According to research, the majority of companies follow an average of 2.5 customer experience parameters. Even if you use more parameters, you need to pay attention; The data collected is only important if you act on your findings When choosing the right customer experience parameters for your brand, take these 3 items as a principle for your brand. What are the specific KPIs you have determined?

 

Do you want to explore your customer experience journey, expand your customer success department to work efficiently or increase the number of your loyal customers? What kind of feedback can you act on? Consider your potential and financial situation first. For example; If you haven’t been able to budget enough for customer service in the current year, don’t follow metrics like FCR or AHT. Looking at your CLV and CR ratio to increase marketing mobility will lead you in the right direction. Focus on measuring the feedback collection channels that are critical to you. Is the most important factor that positively affects sales, the ease of interaction?

Track your Customer Effort Score. Do customers stay with you after your excellent customer service? Customer Are you satisfied with your services? Include First Contact Solution (FCR) in your analysis. The steps to a good start are understanding the basics: Customer Lifetime Value (CLV) and Customer Attrition Rate (CR). You will be able to analyze how many satisfied customers you have left your brand happy. It’s time to collect your customers’ feedback from 12 different channels and offer them an end-to-end personalized experience journey, Symetricx is the right address! You can experience the platform features free of charge and review our customized dashboards according to your industry and KPIs. Don’t forget to check out the Instant critical level alerts while you experience it. It will help you avoid a possible crisis. Now is the time to hear from your customers. You can sign up for free now and start collecting feedback after a few clicks. Start with NPS—it’s the most general, making it an excellent first step to getting to know your audience. Don’t worry about questions and design. After logging in to your account , choose the right one from our library of ready – to – use survey templates .

Next, map out all the possible customer interactions with your brand that have touched the purchase that navigated your website. By analyzing past and future behavior of your customers, you will predict when they might need extra help and solve problems before they arise. – Identify KPIs and customer experience analytics associated with each step to track your success rate. For example, your newly acquired customers will not become your brand promoters overnight. In fact, it is not possible for them to recommend a product that they do not know at all. That’s why there’s no point in triggering an NPS survey on your new converting customers for a trial. However, after the trial period, you may discover that your new customers are more likely to leave. If that’s the case, offer them additional support packages during the trial (like the recruiting email flow), then do a CES survey and analyze the Trial Paid Conversions to see if your behavior is having the desired effects.

Step 2: -Ask Questions at the Right Time and Ask in the Right Space – Survey boredom is real. You can’t overwhelm your audience with complex long questions.

Prioritize the customer experience parameters you want to track and identify those that are most important to your company. Next, make sure you’re with your audience on their popular channels and at the right time. For example, if your customer just met with the sales team and just spoke via live chat, send them a CSAT survey at that time in the same chat box. They are more likely to share their opinions when the topic is fresh and they do not need to make any effort to click on the poll. Survey models like Symetricx will help you trigger surveys automatically when your target audience meets the right conditions (when they use communication channels like whatsapp to solve their problems, when they navigate to a specific place on your website, etc.).

Step 3:

-Follow and Take Action Never overlook the parameters you follow. Monitor customer feedback regularly and set new action plans and target points based on your insights.

-Use special tools to see your survey outputs and customer experience journey analytics.

This will help you draw conclusions and take quick action. If you use Symetricx, integrate it into your CRM system to gain more actionable customer segment insights.

Summary

Customer experience analysis and customer experience analysis will help you improve, evaluate and develop your customer experience structure. Today’s market is intense, so only customer experience leaders can set themselves apart from the competition. Identify operational, business parameters with survey data to better see your customer experience strategy’s strengths and weaknesses. Based on the feedback you collect, you will take action quickly and deliver the experience your customer truly wants, not the experience you assume your customers want. When choosing the right customer parameters for analysis, focus on those that align with your business goals and current KPIs. A good Cx360 software like Symetricx will help you create surveys and collect all customer feedback on a single platform. You can integrate it with your CRM system to get more data points and see the bigger picture. You will be able to process quickly without the hassle of creating endless customized tables. The faster you take immediate action on customers’ feedback and close the gaps in your CX program, the better the customer experience will be. Are you ready to start your Customer Experience Journey now? Create a free NPS survey with Symetricx and start improving your customer experience!