Vaishali Dialani - Customer Experience Analyst
5 Dec 2022
As we work towards making conscious decisions about our product and services by enhancing the experiences we offer, the most commonly asked question by diverse stakeholders is "how well did the initiative perform?"
Most of the time, when we think about evaluating our customer experience (CX) initiatives, the first few metrics that pop in our heads are always Net Promoter Score (NPS), Customer Satisfaction Survey (CSAT) or Customer Lifetime Value (CLV). But do they provide the right insights and help steer the growth wheel?
The nature of CX initiatives is that they are dynamic and dependent on a business’ customer experience maturity level. The level of maturity is based on the current capabilities and resources used by a company to offer the best interactive experiences to customers. As digital CX analysts or strategists we can then take the maturity assessment and make improvements in various areas of the dependent factors used in creating digital experiences. There are many different types of CX initiatives, which can feel overwhelming, so I will dive into the most common one, 'Customer-centered business transformation'.
One of the programs initiated within the Customer-centered Business Transformation strategy is 'Humanizing your digital products' which you can learn more about it in my recent blog.
The most common strategy CX professionals often start off is bringing business transformation through process/digital improvements to enhance customer interactions at different touchpoints. If you were to implement such a strategy, I would recommend taking both an outside-in and inside-out approach to get a good start in identifying the key problem(s) with your customer journey. Get feedback from your frontline customer-facing workers, review call center and support tickets, talk with your sales team and anyone else who engages with the customer or their data.
Once you have identified the problem and created a customer strategy to improve the customer journey, the next step is to think about ‘how we are going to measure the success of the initiative?’ which is why you’re reading this post right?
Remember, above I mentioned that CX initiatives are dynamic and unique to the experiences you create for your customers and as nerve wracking as it seems, I want to set you at ease and let you know that there is never a right or wrong way to measure. You can measure them in many ways, based on what works best for your business objectives. I personally prefer segmenting measurement metrics based on the timeframe as it allows me to gather quick insights while I run medium to long-term measurement of metrics in parallel.
It is extremely important to really reflect upon the strategy being implemented and work towards implementing a measurement metric that seamlessly fits in with your customer journey rather than just throwing in some surveys at the end for the sake of measurement. The exercise of setting up a measurement should be implemented in the planning phase of the CX initiative.
Here are a few questions you can answer for yourselves during the planning phase that will help guide your business:
These experiences and learnings are highly dependent on the resources available within your business and each one’s journey will look quite different. If you resonate with them or have any other metrics to share, I would love to hear from you. Feel free to reach out on LinkedIn.
Strategy driven customer experience professional for 5+ years, recognized for creating human centered design systems for complex digital products and leading marketing initiatives across diverse industries from advertising, education and fintech.
With a collaborative mindset to make a difference, Vaishali loves to understand customer needs, map out across the board customer journeys, be the voice of customer and develop effective operational processes to drive customer adoption and business success.
Recognized as CXPA’s emerging leader 2022, she is believes in the power of making customer experiences simple and seamless.