CX metrics can be reliable sources of customer data, but if that data is not distilled, and insights integrated into business activities, then CX metrics are no more than a waste of time and business resources.
Let’s explore how you can use CX metrics, NPS and CES to improve customer experiences.
NPS (Net Promoter Score)
NPS measures how likely or unlikely customers are to recommend your product or service to their friends and colleagues.
By asking, “How likely are you to recommend us to a friend or colleague?” Those responses are ranked on a scale of 0 to 10. Rankings 9 and 10 are considered Promoters, 7 and 8 are Passives and 6 or below are Detractors.
Generally, promoters are brand advocates, passives don’t care much about your organisation and are more likely to be attracted to competitive offerings while detractors are dissatisfied customers and comment negatively about your services. To calculate NPS, you subtract the percentage of Detractors from the percentage of Promoters
How to use NPS successfully:
- Listen to detractors
Listening to detractors enables you to pinpoint problematic designs, products, and customer engagement touchpoints so that you can work on improvements.
- Connect with promoters
Promoters are considered loyal customers. Engaging more with promoters increases customer retention and sales. As existing customers buy 60% more than new customers
CES (Customer Effort Score)
CES requires customers to score the effort involved in a specific interaction with a brand. It is a great guide for business owners to create less effort for their customers. Based on the statement “[your company name] made it easy for me to handle my issue.” Respondents can score from 7 to 1.
Score 1 being strongly disagree and score 7 strongly agree.
Your CES Score = (Total sum of responses)/ (Number of responses)
An average score that is more than 5 is considered good, and lower scores are not.
Concurrently, it is theorised that high scores might indicate that customers are not putting effort into answering questions. Therefore, ideal CES scores would be 5 and 6.
How to use CES successfully;
CES allows you to measure how customers feel and identify actions causing frustration in their journeys. For example, a customer may report that an online purchase was cumbersome. Determine what led to these feelings and conclusions then make necessary improvements like real-time chat or additional instructions.
Then calculate CES again and check the results of the improvements. Measuring CES is also a great way to solicit ideas from customers on what improvements are needed to reduce effort at particular touch-points.