Walkthrough of 3 CX metrics(CSAT, CES, NPS) and steps to define your own CX metrics

1. Vikas Sharma

2.  Customer experience is as the impression you leave with your
customer, resulting in how they think of your brand, across every
stage of the customer journey.
 Multiple touchpoints factor into the customer experience, and these
touchpoints occur on a cross-functional basis.
 Products and Peoples are the touchpoints

3.  Build brand loyalty and affinity
 Evangelize your product or service, and
 For sustained growth of business, as positive experience will lead to
more referrals and more business.

6. “If you can’t measure it you can’t manage it”
– Peter Drucker

9. CSAT is short for Customer Satisfaction, which is a commonly-used key
performance indicator used to track how satisfied customers are with
your organization’s products and/or services.

10. “How would you rate your overall satisfaction with the
products/service you received?”
Respondents use the following 1 to 5 scale:
1. Very unsatisfied
2. Unsatisfied
3. Neutral
4. Satisfied
5. Very satisfied
(Number of satisfied customers (4 and 5) / Number of survey
responses) x 100 = % of satisfied customers

11. Below is list of average CSAT scores per industry derived:
 Airlines: 73
 Automobiles and Light Vehicles: 82
 Banks: 81
 Cellular Telephones: 79
 Computer Software: 79
 Hospitals: 76
 Hotels: 76
Source: American Customer Satisfaction Index website

12.  Learn more about your customer
 Pay attention to written feedback
 Turn Customer Survey Data into Action
 Put a Social Media Plan in Place
 Make Employee Satisfaction a Priority

13. The Net Promoter Score is a metric used in customer experience
programs, that measures customer loyalty by identifying customers
as promoters, passives, and detractors.

16.  Netflix’s NPS is 68, well above their competition.
 Starbucks’ NPS is a decent 77.
 Amazon’s NPS is a pretty high one at 62.
 Airbnb’s NPS is quite strong at 74.
 Tesla’s NPS is an astounding 96.

17.  73% of people who try out Amazon Prime become paid members.
91% of the members renew their subscription for a second year.
 Airbnb has around 43.2 million users as of now, and the number is
expected to grow to around 60.8 million by 2021
 91% of Tesla owner said “they would buy again” from this brand
 Average Netflix subscriber will stay with the company for 25 months
 Starbucks’ program ended up holding more money than some banks.

18.  Quick feedback loop
 Delight the detractors
 Don’t Ignore your Promoters
 Encourage your loyal customers to promote your product on social
media.
 Ask your loyal customers what they think you should do to be even
better.

19. Customer Effort Score (CES) is a single-item metric that measures
how much effort a customer has to exert to get an issue resolved, a
request fulfilled, a product purchased/returned or a question
answered
Customer Effort Score rose to popularity in 2010, with the
publication of an HBR article entitled "Stop Trying to Delight Your
Customers."

21.  Higher the score would represent a better user experience.
 For a standard five-point scale, responses of four or higher would be
considered good scores.

22.  Provide multiple channels for contact/feedback
 Use self-service
 Reduce wait times

23. While these customer satisfaction
metrics have their uses, neither are as
directly useful for getting actionable
information and making real
improvements to a product.

25.  What you want to measure and when
 Relational survey (NPS)
 About Company/brand as whole
 Customers feedback about their perception of your organization or brand in
general
 Monthly/quarter and year
 Transactional survey (NPS, CSAT and CES)
 Focus on how the latest contact with the company was.
 Were the customers satisfied about the order process, the delivery times and the
end product?

27. Customer surveys help you gather data at specific touch points
 CSAT survey: Tracking your CSAT over time is very useful, because
a sudden drop can quickly alert you to a pressing issue
 NPS survey: Observe trends and evaluate the impact of your efforts,
so you can double down on what works and fix what seems to be
causing problems
 CES survey: A fluctuation in CES means your customers are
struggling to get their needs met. It’s important to quickly identify
the issue (e.g., a website glitch, an ineffective policy, a product flaw)
and fix it ASAP

28.  Who to ask: anyone (prospects,
customers, people who have just used
support, etc.).
 When to use it: Following any
interaction you want to evaluate.
 Where to ask: on-page survey or via
email

29.  Who to ask: paying customers
who have had some time to
experience your product(s).
 When to use it: wait until
customers have had a chance
to experience your product
and brand.
 Where to ask: e-commerce
companies can send via email
(since return visits aren’t
guaranteed). SaaS companies
can use on-page polls or send
via email

30.  Who to ask: customers
attempting to achieve a goal
on your website.
 When to use it: 20-30
minutes after a support call
(so they have time to
evaluate).
 Where to ask: on-page
survey or via email.

31.  Address the micro-level issue(Individual complaints)
 Address the macro-level issues (company processes, policies, product
issues, and/or cultural mindset)
Few tips:
 How common is the experience? Does it affect 4% or of your users?
Or 40%?
 How serious is the issue? Does it keep people from converting? Or is
it a minor annoyance?

32.  Segment your NPS scores by different silos.
 For example specific NPS for contact center with a focus on coaching
and process improvement and present your sales-specific NPS to the
sales team.

33.  Define what you want to measure and when
 Measure what you want to know
 Collect the data
 Analyze the data
 Share the data

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