Providing a quality customer experience is a key goal of every business. Customer experience metrics make it easy for you to track and assess the experience of clients. In addition, these metrics help to identify effective strategies to provide a positive experience. In this blog, I will take you through the best metrics to apply in your business to improve customer experience.
What are customer experience metrics?
Customer experience metrics are quantitative measurements taken from clients that provide insight into their experiences with the business. These numbers may change over time and at each stage of the operations in business.
List of customer experience metrics
You can track different aspects of the customer experience by use of different metrics. Here are some of the best customer experience metrics you can use in your business.
1. Customer satisfaction (CSAT)
Customer satisfaction (CSAT) is an aggregate measure of how satisfied customers are with a product or service. Most CSAT responses are based on a rating scale of 1 to 5. 1 indicates a very dissatisfied client, and 5 indicates a very satisfied client.
Here is a typical example of a formula that you can use to calculate a CSAT score as a percentage.
CSAT score = (Positive responses / Total responses) × 100
In this sample formula, 4s and 5s are positive responses.
2. Net promoter score (NPS)
The net promoter score (NPS) gauges whether or not your clients will recommend your products and services to others. In addition, NPS measures client happiness, loyalty, and trust. You can determine it by asking customers if they would recommend your company to others.
Use the following formulas to know your NPS. They are based on a scale of 1 to 10, in which 10 is very likely to recommend the company, and 1 is unlikely to recommend it.
% of Promoters=(Number of promoters (customers who rate 9 or 10))/(Number of respondents)×100
% of Detractors=(Number of detractors (customers who rate 6 or less))/(Number of respondents)×100
NPS=% of Promoters-% of Detractors
3. Customer effort score (CES)
The CES metric tracks the effort users put into using your product or service. CES reveals whether clients find it easy, average, or very hard to engage with your business to solve problems, get answers to questions, and more. A standard scale for CES measurement is 1 to 7. 1 indicates that the end user considers working with the company very hard. In contrast, 7 indicates that the customer finds working with the company to be easy. Take advantage of the following formula to determine your CES:
CES = Sum of all the individual customer effort scores / Total number of respondents
4. Product-market fit (PMF)
How effectively the product satisfies market demand is determined by a company’s product-market fit (PMF) analysis. Most importantly, PMF calculates your market potential by asking customers how upset they would be if your products or services vanished overnight. In addition, PMF offers business suggestions on how to increase sales, enhance the offering, and expand operations.
5. Support tickets created vs. closed
This is an analytical metric that gives you a summary of the number of created tickets and the sum of closed tickets in a specific time period. By using this metric, you can calculate your work output. You can also use it to know if you are making progress on your customer service backlog. For instance, in a single day, if you created 40 tickets but closed 39 of them, then your service is having a positive impact on the ticket backlog. This shows, the resolution of support tickets is on time, thus your customer satisfaction scores increase.
6. Responses overdue
This is a metric that tracks the number of tickets that have not been responded to or resolved by the expected time. When tickets are overdue, you can safely assume the customer is not satisfied. If this is a recurring problem for a customer, they may look to your competitors for a solution.
Therefore, to give your customers a satisfactory experience, you need to provide timely solutions and responses. By monitoring the number of overdue responses, you can know whether there is a pattern concerning the customer, the product, the support agent, or some combination of these. With this information, you can take steps to ensure future ticket resolutions are on time.
7. Average resolution rate
This metric tracks the accountable time it takes for a ticket to be resolved. With it, you can see how long customers are waiting for their issues to be resolved. Similarly, it helps you gauge how good your support team is at solving customer issues. By examining this metric over time, you can see whether your average resolution time is trending longer or shorter. Ideally, it should be about the same or shorter, because customers greatly value quick answers. When resolution of issues is fast, customer experience improves.
8. Average first response time
This metric tracks the average time elapsed between ticket creation and the first response from the support team. Customers don’t like it when they are left unattended. This leaves them unsure of whether anyone noticed their issue or not. Maybe it disappeared into an electronic abyss, never to be seen again?
Therefore, you need to check on your customers’ tickets and should send the first response as soon as possible. This relaxes clients because they feel noticed and taken care of. By monitoring this metric and keeping it low, you can ensure customer experiences are good from the start.
9. Number of tickets created
With this metric, your help desk knows the total number of tickets created daily. As a result, your team can plan accordingly to reach daily resolution targets. By keeping your agents aware of the number of tickets created daily, they will increase their output as needed to satisfy the needs of your customers, and therefore improving your customers’ experience. Another indicator provided by this metric is that a high number of tickets created daily shows that there is a problem in the product or service.
10. SLA breaches
Tracking SLA breaches shows the total number of tickets that have breached their SLA. Breaking the terms of an SLA can cost your business both money and customers. Therefore, at all costs, you need to avoid SLA breaches. How can you avoid them? You can do so by prioritizing all support tickets and solving them in the necessary time. When SLAs are kept, customers are happier in their experiences.
11. Number of replies in a ticket
This is a key metric that tracks the number of replies in each ticket, which helps you better understand customers’ experiences with the support team. When there are only a couple of replies in a ticket, you know that the issue was resolved fast and to the customer’s liking.
When tickets have lots of replies and include several rounds of closing and reopening, you know that the issue is a nagging one for the customer. Monitoring the average number of replies helps you quickly see if your support team is improving or harming customers’ experiences. If the metric is trending up, then you know that customer patience is likely being tested. If the metric is declining, you know that issues are being resolved quicker and that customers are having more positive experiences.
12. Busiest hours for ticket creation
This customer experience metric shows what time of day customers submit the most tickets. Knowing this helps your support team plan effectively to make the most agents available for that time frame. Therefore, through effective planning, you can ensure that the necessary resources for solving tickets are provided at the right time.
Additionally, this positively affects other customer experience metrics. It stimulates faster first response times, fewer SLA breaches, fewer responses overdue, and more. The ripple effect of planning around the busiest hours metric helps address many factors that affect customer experience.
Importance of tracking customer experience metrics
Tracking customer experience metrics are essential because it:
Increases your productivity
Tracking your customers’ experiences mutually benefits you and your customers. By tracking customer experience using metrics such as CSAT, you can synthesize the advice you get from customers and use that to improve your help desk. In turn, your customers get a quality product and service, while you earn more business from their satisfaction and recommendations.
Encourages open-mindedness in solving customer issues
Tracking your customers’ experience gives you a reason to think outside of the box. For instance, when you track an overdue task, you will have thoughts beyond the standard support process on how to resolve the issue faster so that you can retain the customer.
Innovative approaches used for one task may be applicable to others. This encourages you to stay open-minded about the best ways to deliver an excellent customer experience.
Helps develop essential customer service skills
Tracking customer experience metrics help your support agents develop customer service skills since they deal with all kinds of customers. Polishing customer service skills for both enraged and happy customers makes your help desk a well-rounded one. This, therefore, increases your chances of expanding your business and recruiting new customers.
Enables you to set customer experience goals
Not all customers are the same. Each client has a unique perspective on their problem and your product. Understanding these viewpoints gives you a better insight of how your intended customer experience may change in practice. Therefore, tracking their experiences with your service lets you know which ones were never satisfied. You can reach out to these cases to find out what was wrong and correct it for other customers. From such personal experiences, you can set goals for delivering satisfying customer experiences equally.
In summary, customer experience metrics play a large part in improving your business. Tracking them and working to improve them to optimal levels makes your customers’ experience eminent. To improve your client’s experience, consider using a help desk platform like BoldDesk to give your support team a powerful, seamless tool for addressing customer concerns. Contact the BoldDesk support team if you have any questions.