How to Measure Customer Experience?

Very often in Customer Experience (CX) consulting we gather qualitative findings and we also use the popular Net Promoter Score (NPS) as a quantifiable rating to measure customer sentiments. However it is difficult to define the relationship as to which qualitative finding actually has the highest impact on the NPS rating.nps-comic

Introducing CX/UX metrics that can be collected across methodologies can help in correlating the reasons behind a particular NPS rating. The metrics should be carefully chosen in accordance to the study’s objective and the product’s development cycle.

For example, Product A has just been newly launched in the market and the company wants to test its performance for the first time, using the results from this first round as a benchmark against future testing. A 1st round Summative Test method is chosen and the performance metrics of the product are typically task completion matrix, time per task, errors per task, clicks/button presses per task, Single Usability Metric (SUM) and the System Usability Score (SUS).

If we want customers to attribute their NPS responses to the product or service’s value proposition, it is then important that we need to select the tasks they perform during the test sessions from the known factors that customers need. These known factors can usually be derived from prior/early research.

There are also other types of customer experience metrics. Jeff Sauro made a list on how to measure the customer experience across the 6 categories of (i) Attitudes and Affect, (ii) Customer Attributes, (iii) Product and Service Features, (iv) Design Elements, (v) Experience and Usability, and (vi) Effectiveness.

Attitudes and Affect typically measure customer satisfaction and loyalty, whereas Customer Attributes dig deeper into customer expectations and who exactly are your customers (segmentation analysis). Product and Service Features metrics measure the pricing, value and acceptance of the features. Design Elements metrics delves into understanding how customers notice certain designs of the product and whether those elements are remembered. Experience and Usability metrics are similar to what was listed before about task completion, navigational difficulty and ease of use. Finally, metrics for Effectiveness looks into improving conversion rates via A/B testing and even prioritizing usability problems to fix using Failure Modes Effects Analysis.

All of these CX/UX metrics can be selected and used at different stages of testing according to your company’s needs. Come drop a line with us if you’d like Objective Experience to consult with you on which is the best quantitative testing for your product or service.