October 15, 2019
What is the best KPI for measuring CX? | Burning Questions

What is the best KPI for measuring CX? | Burning Questions


There’s so many, I can’t even
begin to list how many there are, but when I think about what it is
that really comes down to a KPI, it’s what that connection has
happened across self-service. Where is that self-service
occurring and how many people are you able to put through
that self-service tunnel or funnel that can make sure that they took
the time to come in and get the answers? Did you help them? And so through our
implementations we’re really looking to see as we implemented, did we make sure that that customer
is getting the support that they need, and then if they fail,
do they have a way out? And that means getting to that
customer contact channel and getting the right person. Really what we look at is
the unique click through. How many people are actually
clicking on something within an email and engaging? So we look really closely at
that unique click through rate. We also look really closely
within our webinars. How long are they staying with us? Are they just logging on for that first 10 minute high level
thought leadership part or are they staying
with us through the Q&A? It’s a blend of things. It’s how often
are they contacting our call centers? What are they leaving us for comments? They’re often writing us letters
personally kind of to us. So, our customers are very
loyal and we’re proud of that. It’s easier for us to measure our
success now that we’re in the cloud because we have
consistent metrics and we have a consistent way
to measure everybody. We have more real-time access
to that information because it’s readily available. We’re not waiting for that call to be
completed or that service to be completed. And the KPIs that we
are really looking at, are our Customer Effort Score, it’s
really our one main metric. In the past, we’re not talking
about customer experience, it’s all about customer service. I would still think that it’s
all about being able to gauge how much effort they’ve really spent when they’re interacting with you
or when they’re making the request. So, KPIs are one thing and
we do look at quality scores and we look at average handle time
and all of the traditional ones. But truly the way that we understand
our customer experience is that we use Net Promoter Score as
our customer experience metric. What we do is measure our own progress
against ourselves and our history of that. So even if someone wants to talk about
Customer Effort Score, that’s great. I can tell based on our Net
Promoter Scores going up and down, whether we’ve decreased or increased the
effort that our customers go through. I think it’s what we live for.
It’s revenue. Because if you think you have
flawless customer experience, that’s not generating revenue, it’s
really not that flawless at all. But when we talk to revenue, we should really think about it from
the perspective of recurring revenue from existing customers
and new customer revenue. Because if you are losing customers at the same speed that
you’re gaining customers, then something is wrong with your
customer experience even if the revenue isn’t dropping. So when you look at
your existing customers and their retention rates
and their desire to come back for more of your products and
services, that’s a good indicator. I think the first part is really around
customer satisfaction and NPS scores. Those give us a sort of a basis
line for us to really focus and understand where we’re at. But there’s a lot of other
digital imprints that we can see, whether that’s focused
on engagement, focused on improved quality of scoring that we
get from the scoring through Eloqua or one of the products that we use. And then also from the back-end is really
around the retention of our customers. So it’s important for us to make
sure that our customers are happy utilizing our services and
then are retained as customers.

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