KPIs & Metrics

3 Ways to Measure Customer Experience

How well you’re serving your customers can seem hard to measure, but it’s an important step in your business-customer relationship.

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Every business owner knows that his or her customers are the bread and butter of the business. Without people purchasing from you, you don’t have a company. So it makes sense that the goal of improving customer experience is a popular one. But “customer experience” is such a vague term—it can be hard to pin down what it means or how to improve it.

All “customer experience” means is how well you serve your customers. If they walk away feeling as if you met their needs, you’ve served your customers well and given them a great experience. Here are three ways to measure customer experience so that you can efficiently grow yours.

  • Repeat customers. If customers are coming back for more, that’s a pretty great sign that you served them well and they had a positive experience. Track how many of your customers returned to buy from you again or how many you were able to upsell. If customers have a negative experience, they’ll go elsewhere for their needs, so if you focus on growing your repeat customer base, you’ll quickly be confronted with how to improve your overall customer experience. This will vary widely depending on industry, but try to set a goal for what percentage of your customers you would like to see return for another purchase in the next year.
  • Customer satisfaction. Do you send out a customer survey after a customer has purchased from you? If not, now’s a great time to start. Customer satisfaction surveys give customers a chance to voice their concerns. They don’t have to be long to be useful, either. You can simply ask customers to rank their experience on a scale from 1–10. It’s the easiest way to measure your customer experience and set measurable, realistic goals for growing that number.
  • Handling time. One thing customers are always looking for is efficiency. How long does it take you to handle customer service calls? In your call center, try and keep your handling time as low as possible. You want to give every customer the time and attention he or she deserves, but you also want to remember that customers like things solved quickly—and the customer waiting on hold will have a better experience, too. Tracking handling time is a simple way to measure your customer experience and get customers in and out the door as quickly as possible.