measure customer experience

How to Measure Customer Experience

This is a guest post by Jessica Gross, an academic consultant at Assignment Help and a prolific blog writer who’s interested in society, culture, academics, business and lifestyle. If you’re interested in working with Jessica, you can find her on Twitter and Facebook


According to Forrester’s CX Index, 73% of the companies feel that their priority is to improve customer experience, but only 1% of them are able to deliver an excellent experience to their customers.

Many companies understand the critical role that customer experience plays in improving faithfulness and brand advocacy as well as securing and maintaining a place in the competitive market.

But the drawback is that most companies don’t know how to measure the results of CX efforts. Why?

Because they don’t have any method that they can use to ask their customers how happy they were at each point while dealing with them. Even if they do have some method, measuring the happiness of their customers is still a difficult task.

What Customer Experience Measurement Exactly Is

Considering all the actions of the customers and measuring their experience at all the stages along their journey is known as Customer Experience Measurement.

The Importance of Measuring CX

Measuring customer experience helps understand the needs, preferences and the interests of the customers and makes the organization more consumer-centric.

It helps the organizations to collect and evaluate the necessary information for having a better glimpse on the needs of the customers.

It helps in finding out the points which satisfy or dissatisfies the customers and the organization can then use the information to improve their dealings.

By measuring customer experience, companies can cater to the expectations of their customers and can improve the quality of their services.

To understand that how well the customer experience strategy of an organization is, measurement of customer experience plays an immense role.

How to Measure Customer Experience

1. Know Your Customer

understanding the customer needs

Organizations can perform customer research to have a deeper knowledge of their target audience. The information gathered through the researches can be further used in promotional events, email marketing, and SMS marketing.

If an organization is successful in understanding their customers, then it can think like them which will help them in offering rights goods and services to the right customers.

For attracting new customers and to retain the new ones, it is very important for an organization to understand their needs and likings. By creating a timeline of their journey, a map can be created and things which are important for the customers throughout their journey should be outlined and given emphasis.

2. Recognize the Touchpoints

After examining the journey of the customer and mapping their experience, the next step is to recognize the touchpoints. These help in etching the name of an organization’s brand in the minds of the customers. For each touchpoint, separate touchpoint metric should be developed.

But always remember that no touchpoint is perfect. It needs continuous improvement. It is the duty of an organization to find out the areas which need more focus.

If you want to map the journey of your customers, you can use various customer mapping tools.

3. Give Emphasis to Key Problem Areas

find customer problem areas

After identifying all the touchpoints, the next step is to identify the key problem areas. Working on them is very important to avoid losing the potential customers. Identify and categorize all the problems and develop creative CX solutions to address each one of them.

4. Choose the Right CX Metrics

After you are done with the above-mentioned steps, start working on the key problem areas. To measure the results of the efforts for improving customer experience, you have to choose the right CX metrics.

The main aim is to check that whether the solutions to all the problems are working or not and whether they need any further improvement. In case neither solution works, think of something else.

In order to collect data related to various metrics, appropriate data collection method should be used which helps collect perceptions consistently.

Customer Experience Measurement Tools

NPS Surveys

net promoter score

If an organization wants to take a throb of their customers and want to find out what they have achieved as compared to the last month or quarter, then NPS survey is the best option. It helps in determining the effect of a recent marketing campaign, change in policy or launch of a new product on their brand.

Strong points: Easy to execute, effortless for customers and can be activated post sales and during service interactions.

Drawbacks: Does not provide specifics about the consumer journey and how to fix diminishing scores.

CSAT Surveys

customer satisfaction score

CSAT surveys come into play across buyer journey and measure customer experience visions. The questions included in the survey are specific and the surveys are lengthier.

Strong points: Customers feel valued, to identify larger trends it uses cumulative scoring, open-ended questions involved in the survey reveals the things that you don’t know before.

Drawbacks: Sometimes customers don’t remember the specific details of the CX, response rates are low and measuring employee acquiescence with the standards of the brand is a difficult task.

Frontline Surveys

These surveys are considered more personalized as these are sent instantly after service interactions. The customers are required to rate the performance of the agent who dealt with them. In the case of low ratings, customers can specify the reason behind their dissatisfaction. Business owners can use the data and can improve the areas where they are falling behind.

Strong points: Response rate is high, strong and weak performers can be identified, brand equity can be built, motivates the agents to excel and improve their performance.

Drawbacks: In case of specific brand standards, the ability to measure employee amenability is limited.

Mystery Shopping

If an organization wants to measure customer experience from the viewpoint of a brand then this is the right tool to use. A questionnaire is prepared and given to the secret customers. The questionnaire reflects the standards of the brand and customers are asked to follow a script which is designed to discover lost sales opportunities.

Strong points: The needs for additional training are identified and the expectations of the customers are clarified to the employees and the agents.

Drawbacks: There are no means to find out whether you are able to measure the needs of the customers or not.


Relying only on one method to measure customer experience can help to achieve the desired results only if the organizations have the adequate data. Make sure you are getting answers to the following questions:

What do customers really think?

What are the performance and operational issues that are responsible for driving the sentiments of the customers?

What is the impact of your strategies?

Customers and brand perspective both are equally important to measure customer experience.

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Customer Service Is a Mindset, Not a Department

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