Customer Experience: Use the Right Metrics

CX: Get the Right Metricssurveys, customer interviews, customer service evaluations & other CX solutions © 2017 Interaction Metrics

Next: Free MetricsLAB™

Customer Experience:

GET THE RIGHT METRICS

If you don’t MEASUREit, you don’t KNOW IT.

© 2017 Interaction Metrics


Know the customer experience. Then, transform it.




Next: Free MetricsLAB™CX: Get the Right Metrics

Companies want to give and get value through the customer experience (CX)—what are your goals? To increase customer loyalty? Improve customer support? Reduce churn?

To achieve any CX goal, you’ll need to embrace the fundamental complexity of customer experience. That means taking a comprehensive, up-close look at the fine-grained elements that comprise experiences—and measuring them.

Unfortunately, most companies get it backwards. Really backwards. They spend copious resources tracking the outcomes of their customer experience (such as Net Promoter Score), when they should be measuring the elements that cause those outcomes.

To achieve CX goals, embrace CX complexity.



Outcome metrics are your results.

For example, after a hotel stay, you might get a survey with the Net Promoter question: “How likely are you to recommend us to a friend?” Your answer—if you answer at all—will be a result of your experience at the hotel.

Outcome metrics allow you to track progress over time. They’re indicators of general performance, but they’re too simplistic—and they don’t show how to improve.

NPS & Other Outcome Metrics:they don’t show how to improve.

OLD 1ST SLIDESHARE VERSIONOutcome metrics are your results.

For example, after a hotel stay, you might get a survey with the Net Promoter question: “How likely are you to recommend us to a friend or colleague?” Your answer—if you answer at all—will be a result of your experiences at the hotel.

Outcome metrics, whether satisfaction or Net Promoter Scores, allow you to track progress over time. They’re indicators of general performance, but they’re limited. They're limited because they're not the tools that will help you to improve.



The customer experience consists of broad factors, such as connection and timing, which break down into smaller elements: smiles, frowns, word choices, answer clarity, and more.

These small elements comprise the customer experience—and they’re what you can actually change.

To uncover gaps, opportunities, and areas to improve, you need metrics that track your performance with specific elements.

Elemental Metrics:the actionable alternative.

Say hello to discuss the elements that comprise your customer experience.

http://interactionmetrics.com/say-hello/



Suppose you want to sell coffee…

…a number of elements are involved:

• Coffee Quality: Do customers like the coffee? Is it burnt?

• Wait Time: How long is the wait? Is there music to fill the time?

• Connection: Do the cashiers focus on each customer? Or, are they busy talking to each other?

• Competition: Is a nearby coffee shop offering free pastries?

You’ll increase sales if you improve underlying elements like coffee quality, wait time and cashier attentiveness. But if you only look at your sales numbers—your outcomes—nothing will change.



Wait Time

1st

Line

Many elements are involved:

Tone

Competition

Coffee QualityAttentiveness

WordChoice

2nd

Line

Connection



It’s like training to run faster.

Instead of selling coffee, suppose you want to run faster. To reach your desired outcome, you’ll need to improve factors like endurance, nutrition and flexibility.

Each of these factors is comprised of myriad elements. For example, flexibility depends on:

• Muscle strength• Activity level • Body temperature

Improve each element, and you’ll run faster. But simply measuring your speed (the outcome) won’t tell you what—or how—to improve.

While you CAN’T run faster overnight, every day you CAN add 20 minutes of endurance training, 15 minutes of stretching, and eat healthier foods.



Interaction Metrics’ QCI™ Score distills many elements into 1 number.

Average Point of

You can only get Quality of Customer Interaction™ Score from us. QCI™ is more actionable than NPS and other single-input metrics—because it accounts for multiple elements of the customer experience, weighted by what matters most to each customer and their situation.

50

100

20172016

55

62 59

75

CONNECTION

INFORMATION

PLATINUM CX™

TIMING

Average Point ofDiminishing Returns91+

DIFFERENTIATION

0



Satisfy or wow?To manage and advance the customer experience, you’ll need to work at an elemental level—but the degree to which you examine your elements depends on your marketplace.

Satisfaction: If you’re the market leader, achieving satisfaction may be enough—and while you’ll need to monitor your performance at an elemental level, a quarterly review may suffice.

>>VERSUSWow: But, if you are in a competitive market, or customer experience is one of your differentiators, you’ll need to “wow” your customers. This requires optimizing the fine-grained elements of your customer interactions—and doing so at least monthly.



Methods: When you need to… You get QCI™ Score plus…

Mystery ShoppingPersona-Based

Test one or more touchpoints, to assess how associates handle specific customer personas and situations.

Information, Connection, Timing, Differentiation, and Persuasion Scores

Quantitative Evaluations

Have statistically valid facts about the value of your customer service, and learn where you’re losing customers.

Interaction Brand, Customer Effortand Proactive Solution Scores

Qualitative Observations

Uncover problem areas and CX coaching opportunities,based on select qualitative data.

Interaction Brand Score

QA Testing & Standards

Vet your Quality Assurance guidelines, and measure how well they reflect your brand, goals, and customers’ situations.

QA Accuracy Score

SmartSurveys

Break out of a rut with surveys tailored to your customers in ways that deliver actionable insight.

Competitive Edge and Customer Effort Scores

Customer Interviews

Learn how your customers truly feel about your company, competitors, and marketplace.

Theme Prioritization as well asDepartment and Engagement Scores

Text Analysis

Make sense of your customers’ open-ended comments based on a scientific coding technique.

Theme Prioritization as well asDepartment and Sentiment Scores

Touchpoint Questionnaires Get targeted data about specific interactions. Customer Effort Score

Our Actionable Methods:



Transformthe customer experience:× Don’t rely on outcome metrics. Embrace complexity with elemental metrics. Get expert next steps. Interaction Metrics provides:

Workshops

Model Answers

Interaction Planning

Coaching with Director’s Cut AudioSay hello to see examples of next steps, including interactions we’ve optimized.

http://interactionmetrics.com/say-hello/



Become a CX LeaderStart with a Free MetricsLAB™

Or, just drop us a line. We’d love to answer your CX questions! [email protected]

You’ll learn the pros and cons of various scores—and we’ll offer a few ideas for metrics and methods to advance your CX program.

25 minutes. No strings attached. When’s good for you? Sign up here.

http://interactionmetrics.com/customer-loyalty-metrics-start-free/

mailto:[email protected]

CX: Get the Right Metricssurveys, customer interviews, customer service evaluations & other CX solutions © 2017 Interaction Metrics


Interaction Metrics: metrics + actionability

Interaction Metrics dramatically boosts the value of customer surveys, service evaluations, and customer experience planning. Clients include GE CareCredit, Konica Minolta, and Yaskawa America.

Web: InteractionMetrics.com Blog: Interaction Thinking™

Data & Analytics

Customer Experience: Use the Right Metrics