Customer Experience Measurement Program
People’s lives don’t reflect the organizational structure of your organization.
You customer’s world is not perfect — it is dynamic, turbulent, and chaotic.
By now you have probably heard about needing an “Outside — In approach” to conducting business.
Practically, what does that mean and why do you care?
If your customers world is dynamic, turbulent and chaotic and you don’t offer an effortless experience — your customers will seek businesses that care enough to offer such an experience.
Understanding your customer
How do you understand your customer enough to offer an effortless experience?
The cornerstone to understanding your customer is a well-tuned Measurement Program. The goal of the program is turn observations into insights and insights into the products or services that meet your customer’s needs and expectations.
Fancy talk but what does that mean?
A robust Measurement Program, not only needs to be impartial, but it must work together for you to gather the information needed to change your business.
For example, have you encountered a conversation with a service representative that went like this? “Are you satisfied with my service today? Yes? My company is going to send you a survey — can you please give me a high score because that is what my performance is based on.”
This type of information is not going to help you transform your business because you have no idea what your customer is really thinking. You need an impartial mechanism that works together that gives you valuable information.
Measurement Program
An example of a holistic Measure Program is:
- CSAT — Customer Satisfaction Score (CSAT) is a basic measurement of a customer’s satisfaction with a brand’s product and/or services
- Customer Effort Score from transaction surveys — It asks customers to rate the ease of using products or services on a scale of “very difficult” or “very easy.
- Ethnographic research — Ethnographic research is a qualitative method where researchers observe and/or interact with a study’s participants in their real-life environment.
