Best ways of Assessing Customer Experience


16 Jan 2020 | 0

What goes on in the minds of your customers? The answer to this question could be worth its weight in gold to businesses and marketers alike. In an ever-competitive online landscape, making sure your customers enjoy their time on your pages and have a pleasant buying experience has the potential to skyrocket your conversions. ?

But how is it possible to tap into this stream of knowledge? And how can we successfully assess our customer experience models? Let’s take a look at some of the most successful ways of addressing this conundrum:
The importance of customer experience

(Businesses habitually link Customer Experience to retention and satisfaction. Improved CX models can also increase cross-selling and up-selling.  Image: Feedier)

The digital world is governed by Search Engine Optimisation. But while website exposure is driven by traffic luring content, it’s down to our customer experience (CX) models to turn visitors into conversions.

Even the most exciting and forward-thinking companies in the world can find themselves guilty of allocating too much time towards luring new customers onto their pages - forgetting to give existing users the attention they deserve in the process. So with this in mind, it’s important to look at how your CX is performing in order to gain a competitive edge. 

Fundamentally, 50% of returning customers are more likely to try new products, and when they’re visiting your site they typically spend an average of 31% more than new customers. 

Retention, in many ways, is better than acquisition, and so one of the most effective ways of retaining customers is through making them feel valued and well-catered to. 
Good CX models can form the crux of recurring conversions from happy customers. But how can you tell if users are satisfied by the time they’re spending on your website?

Customer satisfaction surveys
Customer satisfaction surveys make for an excellent way to chart how content your visitors are, whether they complete a purchase or not. 
Surveys can be relatively non-intrusive and capable of providing a platform for calculating a mean or average satisfaction score for any given on-site experience.

Customer satisfaction can be measured through an automated survey that asks users to rate a specific experience like a product return or the path to completing a purchase. The scale can be very specific or more close-ended and typically ranges from the option of ‘very satisfied’ to ‘not at all satisfied’. 

CSAT can be a useful metric for finding out how much your customers are enjoying your website. Have you ever made a purchase online and later noticed an email asking you to rate your experience? This is because many businesses recognise the power of customer insights and aim to obtain a CSAT score within 30 minutes of a product or service being used. 
Net Promoter Score

While questionnaires offer users the chance to answer questions that are typically based on how much they agree with a range of statements, Net Promoter Scores offer a much larger range of quantifiable metrics. 
This methodology is great in charting just how much a customer is likely to return to your brand.

Similarly to survey questions, users are asked about their likeliness to recommend a specific service to others. Their answer will range from 0-10, leaving a clear metric that businesses can interpret.

Naturally, ratings will be dependent on how each customer values each metric - one customer may feel like a six represents an above-average service, while others may associate any number below seven as poor. 
However, these nuances won’t impact on the quality of your results enough to carry a negative impact, meaning you can calculate your net promoter score by contrasting your positive feedback with the negatives.

Turn to analytics
If you’re looking for a less invasive means of assessing your customer experience model, there are plenty of analytics platforms out there that can illustrate your visitors’ on-site behaviour. 

Platforms like Google Analytics can help to map out each customer’s journey through your pages and can pinpoint the moment when they abandon the checkout process. 

While cart abandonment can occur for many reasons, spotting a correlation in visitors navigating away from the same page of your website can point to a fundamental problem. For example, a link may be broken, or some content could be off-putting. 

If you believe that actions speak louder than words, it could be worth your while looking into embracing analytics platforms to help clarify how customers enjoy their journey throughout your website. You could well learn a thing or two that Net Promoter Scores and surveys may be missing. 

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