Companies and brands today interact with customers across a wide range of touchpoints. Whether it is by email, telephone or in person, all of these interactions create an overall customer experience (CX). The goal of a good customer experience is to create positive and memorable experiences with the aim of building brand loyalty and returning customers.
What is the Importance of Customer Experience
In today’s modern times, there is certainly no shortage of brands and products available for customers to choose from in the market. Because of this customers are much more likely to switch to alternative brands faster when faced with a bad customer experience.
It is important for companies to make an effort to understand their customers' needs and wants and deliver a positive experience in order to stay competitive and retain customers.
A good customer experience is essential for the following reasons:
How to Measure Customer Experience
Depending on the environment your business operates in ie: retail store or online sales, a wide range of metrics can be used to measure the customer experience.
Most customer experience experts rely on metrics from Customer Satisfaction Research, in order to gauge an understanding of performance. This often includes the widely used Net Promoter Score (NPS) which provides the benchmark for measuring customers’ experience metrics and also understanding how likely customers are to recommend your brand to others.
Here are some more examples of how customer experience (CX) is measured across different business types and industries:
When measuring customer experience metrics it’s essential to look at the entire customer journey rather than a specific experience.
For example: When a customer makes a complaint with the customer services team, looking at the entire customer journey will also include the amount of time taken to connect with a customer service team rather than just the complaint itself.
By understanding the complete journey of the customer experience, brands can make better-informed decisions on processes and understand how each touch point can be optimised for better performance. Another important function of the customer journey is that when KPIs begin to increase or decline it is much easier to know where to look.
When measuring customer satisfaction, it is important to understand which goals are essential to your business and included in the customer experience. Here are a few widely used metrics for tracking different customer goals.
Examples of Good Customer Experience
4 Steps to Ensure a Good Customer Experience
Here are our top 4 Steps to ensuring your brand offers customers a positive customer experience
Improving the way brands measure customer experience is the key to building trust and loyal customers. With advancements in technology allowing us to capture and measure data more and more, brands are now able to put customers and their goals first, and then align the brands ’KPIs and success metrics to these goals.
How Can Vodus Help You Improve Your Customer Experience?
By having the largest online panel in Malaysia via our Vodus Media Network that has a combined sampling frame of 17 million consumers, Vodus is best suited to help you gather the most accurate and representative data to calculate your Brand Equity Score.
Vodus can help you measure and improve the customer experience with our Customer Satisfaction Research solutions. We will survey your target consumers to measure consumer perception and customer satisfaction as well as diagnose any underlying issues with your brand. From this, we can then construct a strategy to improve the overall customer experience for your brand.