Want to take your company from having good customer service to world-class customer service?
Who doesn’t, right?
Now, in order to do that, you’ve got to be able to do one of the most critical parts: measure your company’s customer experience.
By having those metrics in place, your team is aware of what that goal metrics number is and they’re constantly working towards it. Then you can set the bar even higher for yourself next quarter or next year and make sure your team is building to that number.
But what tools should you have in place?
Surveys play a huge role in measuring customer experience. However, it shouldn’t be your typical survey that you do once a month or once every quarter. It has to be fast and close to real-time. Why? Because the success of your survey depends on it!
HOW TO ENSURE FASTER RESPONSE RATE
The typical response rate to surveys is around 15 to 17%. If you want to get a high response rate, make sure it only takes your customers a few seconds to do. Throw in a few, simple questions, then maybe one with an open character text for them to put an additional note.
Uber is the perfect example of this. As soon as your car ride is done, your phone pops up and asks you to rate the ride. Wondering what their response rate is? Well, it’s above 30% which is quite huge.
KPI’S YOU NEED TO TRACK
A lot of times those KPI numbers are strictly around sales year over year. However, sales is not necessarily an indicator of your customer experience or employee experience.
Some examples of KPIs (key performance indicators) and metrics include:
- customer satisfaction survey
- net promoter score
- customer retention
- employee turnover or employee retention
- referrals
- customer engagement
- employee engagement
Every company is different so you’ve got to find out what your one thing is.
You’ve got to isolate what you’re asking your customers versus just asking them about their overall experience.
At the end of the day, the best part of measuring customer experience is being able to celebrate the success of your team when you hit those metrics.
