Customer Experience Isn't a Metric, So What Should You Measure?
This was originally published on No Jitter, here.
Customer experience is currently one of the hottest terms in business. It is thrown around in board meetings and monopolizes conversations about everything from marketing to product development. But what is customer experience, really?
The jargon mob has already attacked those who'd use it synonymously with "customer service," and "customer journey" is equally ill-fitting.
For me, customer experience is the catch-all term we use to define brand success -- a sort of "how do we stand in the market" terminology we throw out to prompt empathy for customers. Holistically, it's pretty intangible.
What Do You Actually Care About?
Do you really care about your customers altruistically? Chances are your business is trying to turn a profit. What you really care about is your bottom line -- and that's not a bad thing.
When we cut through the verbiage, what really matters to your company is 1) remaining profitable 2) keeping customers happy so they buy more and more often 3) attracting new customers to grow your business. That's where you should measure.
Customer experience is just the conduit to profit. If you execute poorly as a company, your profits fall. Where are you losing customers? Where is money wasted? Where are you driving down profits?
Profits and Measurement
Here is where we drill into what makes that arrow go up and down. If you want to make a positive change to your business, you must first look at where you are losing. Audit your company regularly and solicit feedback. Identify problems and fix them.
- Does your product work?
- Where do you do business?
- How long do customers need to wait?
- Is buying a comfortable process?
In conclusion, customer experience is a concept of empathy that drives profit, but metrics make the world go round. Don't just use vague jargon to define your market. Measure your money. If your company wants to make more money (which I assume all companies do), find ways to lower costs, improve efficiency, and deliver a superior product. Look at your customer interaction channels. Do you have the most up-to-date technology? Is your inbound call center armed appropriately? Is your outbound calling informed? Make sure you are doing everything you can to simplify customer interactions, and you'll surely see a higher return.