In this guide, we’ll talk about how businesses can measure customer experience to ensure high customer retention rates. Here’s what you’ll find in this article.
What is Customer Experience?
Customer experience is all-encompassing. It’s the relationship that your customer has with your business from the moment of full discovery to purchase to coming back for more. It’s how the impression that the customer has of your brand through every step of the customer journey.
Here’s why your customer experience matters: Your customers value it. According to Super Office, 86% of customers are willing to pay more for better customer experience. So it’s simple, the better your customer experience, the more likely your customers will want to return.
What Makes a Great Customer Experience?
Great customer experience is more than just customer service. In order to get a great customer experience, it’s important to know what your customer wants before customer service even has to get involved.
Think of a company like Amazon. When you’re browsing through different products on Amazon, you’ll get recommendations for other products that you might be interested in. Recommendations help to show you items that you might need and as a result, makes your customer experience more smooth. Meanwhile, Amazon gets to sell more product. It’s a win-win.
Now let’s talk about your business. How can you tell what your customers want? After all, you don’t have psychic powers that allow you to see into the future.
So in the absence of magical powers, here’s what you can do to create a great customer experience: collect data. Remember, Amazon uses the data from customer purchases in order to predict what you could possibly have next. While you might not have as much money as Jeff Bezos, you can still apply the same techniques in order to build a great customer experience.
How to Measure Customer Experience
When you’re measuring customer experience, it’s important to pay attention to the right metrics. Here are two things you can do to start listening to the voices of your customers.
- Send out a Net Promoter Score survey
Net Promoter Score (NPS) works like this: ask your customers how likely they would be to recommend your business to family and friends on a scale of 0-10. Those who respond with a score of 9 or 10 are your ‘promoters’. Promoters are your happy customers who are likely to stay and help you get more business through positive referrals.
The customers who rate your business 0-6 are considered ‘detractors’. Detractors may not be particularly satisfied with your product or service. They are less loyal and can cause damage to your brand as well.
Those who rate your business 7-8 are considered ‘passives’. Customers in this category expressed neutral sentiment. They are satisfied enough, but they are not enthusiastic about your brand, making them vulnerable to competitive offerings. To find your Net Promoter Score , simply subtract your percentage of detractors from the percentage of promoters.
Once you have your Net Promoter Score, you’ll get an accurate gauge of your current customer experience. If your NPS isn’t as high as you’d like it to be, that means that you should consider making changes to your current operations.
- Online Review Monitoring
We can’t stress it enough: your online reviews are a great opportunity to better understand your customer experience. That goes deeper than just your overall review rating. Make sure to pay attention to the unstructured data in the review text.
A lot of the time, customers who are angry about their experience won’t write you an in-depth letter about all the problems they experienced. However, they might turn to review sites and write a negative review. While reading a review like this can feel disappointing, especially when you make an effort to provide quality services. But remember, these reviews can provide valuable feedback on possible areas of improvement.
If you’re running a multi-location business, it can be tough to keep track of the reviews from all your different locations. That’s where Natural Language Processing (NLP) can help you. With a software like BirdEye, you don’t have to look at every single one of your customer reviews.
Our NLP engine Athena takes care of that for you. Our software goes through your reviews and pulls out keywords that your customers are mentioning. The software will then give you a grade on each of these keywords based on what your customers are saying.
Remember, most customer reviews sites use a 5-star rating system. You can follow a simple process to convert these ratings to a score that you can track.
Simply multiply the star-rating the customer gives you by two in order to estimate Net Promoter Score. Count 1, 2, and 3-star reviews as detractors, 4-star reviews as passives, and 5-star reviews as promoters.
Building A Customer Experience Framework: A Real-Life Example
So what can you do with all this information? It’s simple: get started with a customer experience framework. A customer experience framework is a fancy phrase that boils down to using data to make your customers happy and coming back for more.
Want to know how you can use data in order to build a customer experience framework? Let’s talk about how Blaze Pizza managed to keep its customers happy in more than a hundred locations using BirdEye.
Blaze Pizza started with BirdEye back in 2015, when the company was going through a rapid expansion. They used BirdEye to keep track of their Net Promoter Score in more than a hundred locations.
With BirdEye, Blaze Pizza was able to keep track of customer feedback across all of their locations. BirdEye’s Natural Language Processing engine Athena gave them grades for every category based on the keywords that customers were mentioning in reviews. Blaze Pizza was able to take this data to make improvements to its own operations.
Improve Customer Experience with BirdEye
BirdEye gives you all the tools you need to measure the effectiveness of your current customer experience and make changes to your business operations. With BirdEye’s award-winning surveys and Natural Language Processing, it’s easier than ever to get your finger on the pulse of customer opinion.