Customer Experience Metrics: Do Yours Match?

Jeremy Bradley, Ytel |  
Customer experience is a powerful part of your business model and the foundation of customer retention; if your team is offering an experience that is unique and providing customers with the support they need, things will fall in place in a positive way. Here are a few metrics we've found that not only lead to an overall positive customer experience, but offer insight to new ways your business can better optimize the retention process, too.


1. Response and handling time

Whether they're submitting tickets, calling in to your support line, using the chat feature on your website, email, etc. Regardless of what the channel is, the response time should be consistent across these channels. Of course these things vary as timezones change, on weekends, and there are always exceptions, but as a business, you have to make yourself available to your customers. Improving your response time will only improve your relationship with customers, guaranteed! 

2. Satisfaction post-interaction

Sending a simple survey, even a follow-up email, is a simple way to discover how your customer's experience was in order to grasp where their level of satisfaction is with your company. Post-interaction is an important time in the buying experience for your customers and their longevity with your business.  Even if they're unhappy with their experience with your team, it's better to give customers the options to voice their issues rather than silence them completely. 

3. Purchase experience

Throughout their shopping experience, your customers should feel taken care of, informed on the product they're purchasing, and confident about the experience overall. Your product team can ensure this experience is a positive one, and that scenario alone can pretty much decide whether or not they'll buy from your company again.

4. Business generated by referrals

Happy customers will send referrals your way; it's that simple. Your NPS (net promoter score), or the percentage of your customers who would recommend your business to friends, family or colleagues, should be HUGE to your company. Customers who won't refer business to you might not tell you why, but actions speak louder than words in this scenario. Encouraging your customer to send referrals if they're happy with their experience is totally acceptable as a business, and it's an interesting test of their true feelings about your business if they do or not. 

5. Problem to resolution time

Problem solving should be at the top of your customer service team's priority list, particularly problem to resolution time. This is different from response time, but equally as important. Solving the problem may take longer, because various other departments may have to get involved, depending on the severity of the issue. This will always affect the satisfaction of the customer. If a week goes by and they're still waiting for a solution, chances are good they're going to be pretty frustrated. Work hard to have a system in place so things don't get too out of a hand from a time standpoint.

6. Customer churn rate

How fast are you losing customers? Why are you losing them? Do you notice any patterns with those customers who you lose, throughout their customer journey? These are all questions you should be focusing on if your churn rate is a concern. Attempting to contact them and ask why they're leaving is always an option. If their foot is already out the door, they may not have any issue being brutally honest and you could gain valuable information. Managing churn is absolutely KEY to not only customer experience but the growth and survival of your business. 

7. Self-reflection

Perhaps the most important metric of all... Looking inward. If you're measuring all these different behaviors, possibilities and opportunities, yet not evaluating your management team or the way your business performs, something is wrong. Designate time to meet with your management team monthly or quarterly to discuss ways to effectively evaluate the company and in a way that will logically benefit everyone, from the top down.

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About The Author

Jeremy Bradley, Ytel

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Jeremy is a Senior Sales rep at Ytel and he spends his days building successful relationships with customers, getting to know their business needs, and staying ahead of the curve on industry trends.

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