Customers expect seamless conversation and experiences when they interact with a certain business. They come with a pre-determined expectation. Whether they are in-store or having a virtual transaction, they want the same level of service and attention. In this blog we will discuss types of customer satisfaction metrics and how to measure CX on various channels.
What is Omnichannel Customer Experience ?
Omnichannel customer experience is the collection of experiences of customers and users across multiple channels.These touchpoints are physical stores, online websites, mobile apps, social media or contact with service reps via phone calls. This is where customers come in contact with the brand via various channels.
How does omnichannel CX function?
The omnichannel customer experience method requires businesses to break down silos and create a unified view of the customer journey. The platform captures customer behaviour and studies the data from all touchpoints. This is required to understand customer behavior and preferences. By leveraging this data, businesses can deliver targeted and personalized experiences and drive higher engagement.
KPIs for Measuring Customer Experience
Here are some essential KPIs for measuring omni channel CX:
Customer Satisfaction Score (CSAT):
The customer satisfaction score measures the level of user satisfaction with a specific interaction or overall experience. The survey will ask customers to rate their satisfaction on a scale (e.g., 1 to 5). CSAT surveys can be conducted after key interactions, such as post-purchases or support calls. You can also use in-app surveys to gather CSAT ratings.
Net Promoter Score (NPS):
The net promoter score identifies brand advocates by asking one simple question.-the likelihood of customers recommending the brand to others. It is calculated on a scale of 0 to 10. Customers are categorized into promoters (9-10), passives (7-8), and detractors (0-6). NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. A high NPS indicates that people are satisfied with the omnichannel experience.
Customer Effort Score (CES):
The customer effort score measures the ease of customer interactions with the brand. It is typically assessed through surveys that ask customers to rate the effort required to complete a specific interaction (e.g., resolving an issue or making a purchase). A lower CES indicates that customers find it easy to interact with the brand. This is a positive note on their overall satisfaction.
Customer Lifetime Value (CLV):
CLV represents the total revenue a customer is expected to generate throughout their relationship with the brand. It considers factors such as purchase frequency, average order value, and customer retention rate. A higher CLV indicates that customers are engaged and loyal. This makes them more favourable for a cross-sell, an up-sell or marketing campaigns targeted towards them.
First Contact Resolution (FCR):
FCR measures the percentage of customer issues resolved on the first interaction. It is an important KPI for assessing the efficiency of customer support across various channels. A high FCR indicates that the brand is effectively handling customer needs and reducing high friction touchpoints.
Customer Loyalty Index (CLI):
CLI evaluates the likelihood of customers engaging in repeated purchasing behavior. It takes into account factors such as repeat purchase rate, frequency of purchases, and customer retention. A high CLI indicates strong brand loyalty and the effectiveness of positive omnichannel strategies.
6 Ways to Collect Customer Feedback Data
1. Surveys:
Surveys are a common method for capturing customer feedback and responses at touch points. Online and offline surveys can be used to measure metrics such as CSAT, NPS, and CES. Surveys can be conducted through various channels namely WhatsApp surveys, Facebook messenger surveys, application pop-ups, website chatbot etc.
2. Social Listening:
Social listening involves monitoring conversations about your brand on platforms such as Facebook, X or Instagram.You can collect reviews from third party websites and gauge customer opinions and sentiment about your brand. Social listening tools can help identify trends, track brand mentions, and respond to customer feedback in real-time.
3. Customer Feedback Tools:
Various tools are available to capture, analyze, and interpret customer feedback across different channels.Tools like Merren offer advanced analytics and reporting capabilities to help businesses understand customer sentiments in real time. Merren can collect real-time responses and offer a unified view on the CX dashboard.
4. Website Analytics:
Tools like Google Analytics can track metrics such as page views, bounce rates, and conversion rates, helping businesses understand how customers navigate their websites. By analyzing this data, brands can determine active pages, organic visitors and geographical location of their target audience.
5. Call Center Data:
Call centre interactions provide valuable data on customer issues, inquiries, and satisfaction levels. Analyzing call centre conversations can help businesses identify common pain points and areas where customers may require additional support. By addressing these issues, businesses can enhance the overall customer experience and improve First Contact Resolution.
6. In-Store Feedback:
In-store feedback is crucial for understanding the offline customer experience. This can be done through in-store surveys, feedback kiosks, or direct interactions with customers. Marketers can also launch Merren’s in-moment surveys via messenger based apps. Analyzing in-store feedback can help businesses improve the physical shopping experience and ensure consistency across online and offline channels.
6 CX Tools to Measure and Analyze Data
Here are some key technological tools for measurement and analytics:
CRM Systems: Customer Relationship Management (CRM) systems are essential for managing and analyzing customer interactions across different channels. CRMs integrate data from various touchpoints- email surveys, social media, call centers, and in-store interactions. It provides a unified view of the customer journey. Popular CRM platforms offer robust analytics and reporting capabilities to help businesses understand buyer behavior, track KPIs, and identify trends.
Analytics Platforms: Analytics platforms like Google Analytics can track and analyze customer behavior on digital channels. Get detailed insights into website traffic, user engagement, conversion rates, and more. Integrate Google Analytics with other data sources to identify areas for optimization.
Customer Feedback Tools: Merren offers specialized capabilities for capturing, analyzing, and interpreting customer feedback across multiple channels. These tools aggregate customer feedback from surveys, social media, and other touchpoints. Using Merren, you can measure CSAT, NPS, CES, and other KPIs, and make data-driven decisions to enhance omnichannel CX.
Social Listening Tools: Social listening tools monitor social media platforms and online forums for honest opinions, mentions and sentiments. These tools analyze social media conversations, track brand mentions, and provide insights into customer preferences and pain points.
Data Integration Platforms: Data integration platforms can integrate data from various sources and create a unified view of the customer. These platforms enable seamless data exchange between different systems and applications. By breaking down data silos, businesses can gain a comprehensive understanding of the customer journey and optimize their omnichannel strategies.
Conclusion
Collect customer feedback via in-app surveys, WhatsApp surveys, Facebook messenger and chat-bot surveys. Analyze customer data across all touchpoints and supercharge your omnichannel CX efforts. To get started with your first CX protocol, sign up for a 14 day free trial with Merren.