3. Decide what to measure and show
When it comes to measuring CX, there are two categories of metrics you can track:
- Behavioural KPI’s track what people do, such as conversion rate, time-on-task, or recurring use.
- Attitudinal KPI’s track what people say, such as Net Promoter Score (NPS), Customer satisfaction (CSAT), or review sentiment scores.
The full list of CX metrics within each category is nearly endless. Multiply this with the number of journeys in the average service ecosystem, and you’ll quickly have a number overload on your hands. Therefore the better question is: What should you show?
To make sure you only show what’s relevant, your first step is to sit down with the people that will be using the CX management dashboard. Different experts will have different needs when it comes to measuring CX performance. The service ecosystem provides a perfect starting point for this conversation. It creates a shared language, provides an overview of the touchpoints available for measurement, and helps to determine how deep you want to ‘zoom in’. The optimal zoom level depends on who’s watching: While a CEO might only need a few key CX metrics, a UX’er might need much more detailed information on individual journey steps and touchpoints. While doing all of this, make sure to include data experts to validate what’s realistic within your organisation.
Another way to prevent number overload is to combine ‘raw’ CX data into combined CX metrics. These CX metrics can show overall CX performance at a glance. For example, Transavia combined CX metrics from 24 touchpoints into a single ‘Passenger Experience Index’. You can even express CX metrics in monetary terms. Research suggests that satisfied customers are more loyal, will buy more, and will recommend a service to more other people. In other words: a better CX can be linked to generating more revenue or ‘customer lifetime value’ (CLV). Linking your CX performance to CLV requires a big pool of historic data, smart modelling, and continuous validation of your model with real customers behaviour. This can get quite technical, but it can be done: companies like Transavia and Rabobank are already doing it.
Numbers are great at measuring behaviour, which helps to identify and prioritise opportunities for improvement. Some platforms can even help you identify trends, correlations, and more using clever data science magic. As powerful as that is, you will still need qualitative research to explain those results by asking ‘why’ and ‘how’ to your customers. That’s why we recommend using CX management dashboards that allow you to add qualitative insights to the numbers. You need this explanation to know how to take action. It’s not about the numbers: it’s about what you do with them.