Measuring the quality of the customer experience via a satisfaction survey may seem like the simplest and most effective way... But how can you be sure that the customer is truly satisfied, that they are telling the truth? The proliferation of satisfaction surveys represents an additional effort in their journey and generates a certain weariness among customers. Furthermore, as we saw in a previous article (Are you sure you have mastered the 3 key approaches to customer loyalty?), the very notion of « satisfaction » is quite relative and in any case very far from that of delight.
When it comes to customer experience, there's nothing like an "on-the-ground observation" approach to guarantee the quality of the measures taken!
1- Observe your customers to better understand them
Direct observation makes it possible to see exactly what the customer is experiencing in a given context and at each stage of the journey, without generating any effort on their part, and without activating the subjective "personal filters" that could potentially alter their responses when asked. The lesson is thus much richer and more nuanced than in a satisfaction survey.
Several methods exist today for observing the customer:
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- Camera glasses allowing to make studies « eye tracking in real life »: we see exactly what the customer sees and we can measure what he retained from his experience compared to what he saw.
- visiting the client to understand their needs or how they use the brand's products.
- Listening to telephone conversations in call centers or in a BtoB context.
- video recording of consumers' lives for a week,
- Following up with a customer during a trip or a store visit.
- reading email exchanges,
- Listening to conversations on social networks and forums
However, these observation techniques raise 2 questions:
2 – Measure and analyze the quality of the Customer Experience: the WEX Score© method
The CX Score© method developed by KESTIO helps answer these questions.
To achieve this, we work with our clients on the Optimal Customer Experience framework: we determine all the interactions that impact the experience a customer may have throughout their journey, and then we 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 or negative interactions allows us to model the quality of their Experience, at each stage and overall.
Finally, the accumulation of scores from all the customers observed allows us to qualify each stage of the journey in terms of the quality of the Experience. We thus identify the "neutral" stages, those generating "customer delight" or, on the contrary, disappointing moments. We model the results in a clear and readable way to allow for effective analysis and to quickly identify concrete action plans.
The method thus makes it possible to quickly identify the steps on which the brand must focus its efforts to positively differentiate itself from its competitors by creating moments of delight, and the points on which it must primarily catch up to eliminate disappointing moments.
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And to go further, download our White Paper on Customer Experience:
