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The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience.

8 ways to effectively measure your customer experience

You can’t improve what you don’t measure, so make sure you’re keeping an eye on your customer experience metrics.

8 ways to effectively measure your customer experience
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A business can’t survive without happy, paying customers. That’s why measuring customer experience is vitally important for any business that wants to grow—and it doesn’t have to be a difficult metric to pin down. There are proven methods for determining how your customers feel about your service, and leveraging one or a combination of them can help you pinpoint both what you’re doing right and areas that need improvement.

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Below, eight members of Fast Company Executive Board share some specific ways businesses can measure their customer experience. Follow their advice to gauge how satisfied your customers are with your product or service, and then use those insights to improve.

1. TRACK YOUR NET PROMOTER SCORE.

Focus on the Net Promoter Score, which centers on a simple question that you can ask your customers: “On a scale from 1 to 10, would you recommend our company to someone you know?” Those answering with a 9 or 10 are your ambassadors. Those with a score of 6 or below are your detractors, while scores of 7 or 8 indicate those who are indifferent. Your NPS score is your compass for improvement. – Andreea Vanacker, SPARKX5

2. SURVEY YOUR CLIENTS REGULARLY.

Among other avenues, we survey our clients quarterly to gain insight and feedback on how we are doing. This allows us to determine a client Net Promoter Score score that measures loyalty on a scale of 1 to 100. Our client NPS score is a key factor in helping us continue to hit and exceed the high standards we hold ourselves to daily. – Matthew Wool, Acceleration Partners

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3. DYNAMICALLY MEASURE THE ENTIRE CUSTOMER JOURNEY.

A mistake often made in measuring the customer experience is relying solely on Net Promoter Scores. While these metrics are important, they’re based on a single moment in time rather than dynamically measuring the overall experience journey. Leveraging data throughout the engagement process enables you to fine-tune individual moments, driving better experiences across all touchpoints. – Joyce Kim, Genesys

4. READ ALL CUSTOMER FEEDBACK.

Customer feedback is the single best way to measure your customer experience. Your customers will tell you exactly what works and what doesn’t. That’s why I still read hundreds of pieces of customer feedback daily, even though I have very talented customer success and product teams. By doing that, my team and I can make informed decisions about our product roadmap, service, and other factors that affect the customer experience. – Jason VandeBoom, ActiveCampaign

5. USE SOCIAL MEDIA TRACKING.

Many modern consumers use social media to resolve a customer service issue. Because of this, you’ll want your customer support team to utilize a social media tracking tool, such as HubSpot or Socialbakers, and focus on creating positive brand interactions. Specifically, you’ll want to concentrate on Instagram and Facebook. – Kelley Higney, Bug Bite Thing

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6. ASK THEM DIRECTLY.

The best way to understand the customer experience is to ask them directly. If you can’t get proper feedback from your customer base, then that should tell you something. If your organization does a great job, typically people are more than willing to affirm. – Brad Burns, Wayne Contracting

7. CHECK FORM CONVERSIONS.

One way to check if your customer experience is positive is to check your form conversion rate. People often abandon things like surveys and contact forms in the middle of filling them. This shows that your form is creating a poor experience or is too long. When you have a higher form conversion rate, you’ll know that your forms are working well and creating a positive experience. – Syed Balkhi, WPBeginner

8. OFFER SUPPORT.

There are many ways to measure customer experience, but the most critical is offering support and gathering active feedback. By offering support in a simple manner, you provide customers with the ability to raise issues and concerns. Once you’ve provided customers with support, it’s a great time to ask for feedback in the form of a follow-up survey or just a follow-up question. – Fehzan Ali, Adscend Media LLC