Customer Experience Tracking

The relationship between companies and their customers has never been as important as it is now. It reached this level of importance thanks to the emergence of digital technologies along with the surge in various contact points and channels, resulting in a more complex omnichannel customer journey. Customers experience the brand at many touchpoints that are not always created and controlled by the brand. Therefore, the acquisition of information on a customer’s journey and awareness of how customers use your services and how your brand performs is the starting point for improving customer satisfaction.

Mobile and social networks also put the customer as the center of everything where not only can he easily promote and recommend products and services but also impact the reputation of a brand negatively. Never before have consumers had such a strong voice as they do today. Anyone at any time can now rate your brand, share their experience and will be heard by other customers.

Customer Experience (CX) tracking is a complex process. But if brands want to retain their customers, they need to transform a simple purchase action into an extraordinary and memorable experience across all touchpoints of the customer journey.

We can increase customer satisfaction in at least two ways, using different customer experience metrics. First, we enhance the product or service to the expectations of potential customers. As part of customer experience control, we can measure the enthusiasm for brand activities with the Net Promoter Score (NPS). The second way would be the reduction of the effort the customer has to put into interacting with the brand and consuming what it has to offer; in this case, we use Customer Effort Score (CES) to measure consumer effort.

Customer Experience is often measured using the Net Promoter Score (NPS) indicator. It is very simple to study and interpret the indicator that allows you to measure the level of customer loyalty towards the tested brand. The Net Promoter Score is the outcome of one question: "On a scale of one to ten, how likely is it that you would recommend X brand to your friend?"

After that, we divide those who answered the question into three groups:
- Promoters - people who gave grades from eight to ten
- Neutral - people who gave grades seven and eight
- Critics - people who gave grades from zero to six.

We then calculate what percentage of the total sample are the promoters and what percentage is that of the critics. The last step is to subtract the percentage of the critics from the promoters.

When it comes to Customer Effort Score (CES), we inquire about the particular touchpoint in a customer journey by asking: „How much effort did you have to put into handling your order? Please rate it on a scale of one (very little effort) to five (too much effort)”. Through experience, we know that the less customer effort was needed, the higher their brand loyalty was.

(CX) tracking requires a business consultancy to efficiently and carefully consider all aspects of a customer's approach, needs and thoughts as well as various possibilities and limitations on the part of the organization of the company.

To ensure the success of such a project, we can offer comprehensive project management. Our project management includes designing the CX tracking (along with workshops with the client, if necessary), conducting the study (or its subsequent sprints if changes are implemented agile), reporting and presenting the results and working through them together with the customer's organization.

As part of the permanent cooperation, we can perform CX trackings, such as NPS tracking. Data from such trackings can be presented as part of customized Power BI Dashboards tailored to your needs.

Additionally, with our testing agency license, we can conduct CX tracking on your customer base.