Measuring the quality of the customer experience via a satisfaction survey may seem the simplest and most effective way... But how can we be sure that the customer is really satisfied, that he's telling the truth? The multiplication of satisfaction surveys represents an additional effort in their journey and generates a certain weariness among customers. Moreover, as we saw in a previous article (Are you sure you've mastered the 3 key approaches to building customer loyalty?), the very notion of "satisfaction" is rather relative, and in any case far removed from that of delight.
When it comes to customer experience, nothing beats a "field observation" approach to guarantee the quality of the measurements taken!
1- Observe your customers to better understand them
Direct observation enables us to see exactly what the customer is experiencing in a given context and at each stage of the process, without generating any effort on their part, and without activating the subjective "personal filters" that can potentially alter their responses when asked. The results are much richer and more nuanced than in a satisfaction survey.
Today, there are several methods for observing customers:
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- eye-tracking in real life" studies: we see exactly what the customer sees, and we can measure what he has retained from his experience in relation to what he saw.
- visiting customers to understand their needs or how they use the brand's products.
- telephone tapping during conversations at call centers or in a BtoB context.
- video recording of consumers' lives for a week,
- customer follow-up during a trip or in-store visit.
- reading e-mail exchanges,
- listening to conversations on social networks and forums
However, these observation techniques raise 2 questions:
2 - Measuring and analyzing the quality of the Customer Experience: the WEX Score© method
The CX Score© method developed by KESTIO provides answers to these questions.
To do this, we work with our customers on the Optimal Customer Experience framework: we determine all the interactions that have an impact on the customer's Experience throughout the customer journey, and then assign a score (positive or negative, on a graduated scale) to each of them.
When we observe the customer's experience throughout their journey, the sum of positive and negative interactions enables us to model the quality of their Experience, at each stage and at the overall level.
Finally, the cumulative scores of all the customers observed enable us to qualify each stage of the journey in terms of the quality of the Experience. We thus identify "neutral" stages, those generating "customer delight" or, on the contrary, disappointing moments. We model the results in a clear, easy-to-read format, enabling effective analysis and rapid implementation of concrete action plans.
The method enables us to quickly identify the stages on which the brand should focus its efforts to positively differentiate itself from its competitors by creating moments of delight, and the points on which it should prioritize catching up to eliminate disappointing moments.
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And to find out more, download our White Paper on Customer Experience :
