Trying to measure the customer experience with a single metric such as customer advocacy or customer satisfaction is risky and overly simplistic. Rather than this, companies should do more research and establish some measures that can show how each point contributes to the overall experience.
The customer experience is a complicated process that has multiple touch points. It can be a broad process that runs for long, spanning several channels and is influenced by a combination of both external and internal factors. To measure the total customer experience effectively, you need a better understanding of its individual components.
The customer experience does not start or end with sales representatives, a store, call center or website. It goes from the time the customer becomes aware of the business and includes several independent interactions, contacts, and transactions. Each customer experience includes some customer encounters and touch points each of which should be evaluated independently to see their contribution to the whole experience. A problem encountered in one of these points can influence the whole experience drastically. Look up some customer experience improvement program options online to know more.
Although some overarching metrics such as customer advocacy or customer satisfaction are quickly becoming common metrics in today’s businesses, trying to measure the customer experience with one metrics is quite risky.
The customer experience is a combination of touch points that the consumer encounters that include interaction and cultivation of human relationships. The critical points may include promotions, advertisements, in-store and online shopping experiences, post-purchase delivery, use, and support.
The most difficult task that any company faces is defining where the customer experience begins and ends. Many times, companies define the customer touch points and the lifecycle too narrowly, leaving crucial parts of the customer experience to chance. A touchpoint is any customer encounter or interaction that can influence the user’s perception of your service, product or brand. It may be intentional if it is an advertisement or unintentional if it a customer referral that is unsolicited. In this area where customers’ skepticism is high, the unintentional touch points are the most important. People tend to trust their friends’ referrals more than a company’s ad pitch.
When an organization interacts with a customer, it is often easy to overlook what is happening. You may be touching them in many small ways. The right touch in user experience platform and management can make all the difference. To do it well, you must, first of all, identify all your prospective touch points and then work to evaluate and optimize each point.