Metrics to measure the consumer experience (CX) in your business

The Net Promoter Score (NPS) is the best known and most used. A question identifies the promoters of the business (those who refer and speak well), the passive ones (who have good experience, but do not refer) and the detractors (have bad experience and share it) - see the graph. The goal is to have more promoters than detractors. Data is collected from the experience in the establishments (through information that the client shares when filling out a form) or at the end of their interaction on a website or in a customer service center (through a service survey).

 The satisfaction of the Consumer (CSAT, for its acronym in English) includes several questions using a scale of satisfied dissatisfied areas of the journey customer ( the process by passing a customer to purchase a product or service) and contact points. The variants are star ratings ( ratings ) or evaluations ( reviews ), very common in digital products and services.

The Customer Effort Score (CES) measures, with a question, the degree of ease or difficulty that the consumer has with a business. The processes in the business help or prevent the customer from achieving his goal. This metric is 40% more accurate in predicting loyalty than satisfaction (CSAT).

In short, consumer experience metrics help your business design experiences that positively surprise your customers. There are many ways that fit your budget to meet customer expectations. The recommendation when starting a CX program is to identify an area and measure the experience by integrating multiple sources, the consumer and the employee. If your business has few interactions and touch points, the process can be more straightforward. If you have many interactions and touch points, there are several solutions to automate the measurement and visualize the data.

The most important thing before committing to a CX technology program or solution is to know the consumer and your business.

* María Rosa Puras, MBA, is the founder and Chief Insights Strategist of Insight Marketing Touch, a marketing consulting and market research firm. His company specializes in uncovering consumer insights , identifying new opportunities for brands, and optimizing marketing strategies to reach target groups at all touchpoints. He has more than 25 years of experience working in marketing and research studies in the US, Latin America and Puerto Rico for leading companies including Fortune 500, multinational, international and local. He has worked on Consumer Experience (CX) projects with clients in Puerto Rico and internationally.

This article is for informational purposes only and does not represent an endorsement or guarantee of the accuracy thereof. Popular, Inc. (“Popular”) nor any of its affiliates, subsidiaries or related, are, nor will be liable for any special, direct or indirect, incidental or consequential damages, including, but not limited to, loss of earnings arising from or related to communications, articles or advice provided by Maria Rosa Puras or Insight Marketing Touch that may arise from the information contained in this article, which was not prepared by Popular. Popular is dedicated to providing banking services, so it is not dedicated (directly or indirectly) to providing any type of service related to what is illustrated in this article. In case of requiring any related service, You should request the advice of a competent professional and the one of your preference. Popular is not, nor will it be liable in any way as a result of any related action if you decide to voluntarily contact Maria Rosa Puras or Insight Marketing Touch.

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