How to measure Customer Experience

What is customer experience? It's a nebulous term that people use to describe the process of interacting with your brand. You might think of it as the way customers feel after they interact with you — whether that's through phone, email or in-person. But what does "feel" mean? In fact, there are specific ways to measure and improve customer experience for your company. By understanding these five steps for measuring and improving your company, we can all get more out of our interactions with customers and employees alike:

How to measure customer experience

While customer experience is a broad term, it’s important to understand that it describes the sum of all interactions with your brand.

Customer experience is a measurement of how customers perceive the quality of their interaction with an organization. It’s often measured by customer satisfaction, loyalty and advocacy.

Consider how experience affects behavior

If you want customers to: buy from you again, tell their friends about you, and increase your revenue growth, then it’s important that your customer experience is up to scratch.

Measure what matters most to your customer experience

What matters most to your customer experience?

How do you measure what matters most?

Why is it important to measure what matters most?

When assessing the success of any project or initiative, it’s always important to know what value you are adding for the customer. If a company is delivering on its promises and providing a great product or service, then customers will stay loyal and continue buying from them. This loyalty can be measured using metrics like retention rate, customer satisfaction scores and net promoter score (NPS). However, if there is an issue with your customer experience - such as bad feedback from one product or service - this will affect how likely they are to recommend your company as well as their overall perception of your brand. In order to measure what matters most in terms of customer experience metrics, both qualitative and quantitative measures need to be collected along with each other.

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Create a holistic assessment of your customer experience

A customer experience is more than just the product or service you provide. It's the whole experience customers have with your company and how you treat them throughout it.

How are you communicating with your customers? Are they able to easily reach you when they need help, or do they feel like their concerns aren't being heard?

Is it easy for customers to find what they're looking for on your website or in stores?

Are there any inconvenient barriers that could slow down their ability to use your products or services (e.g., long wait times at a restaurant)?

Set specific goals and objectives for your company

Understand the customer's perspective.

Set specific goals and objectives for your company.

The first thing to do is to understand what’s important to your customers, so you can know what you need to measure. This helps set goals with CX in mind. You can also use this as a guide when setting up a baseline that shows how well or poorly you are doing with respect to specific metrics.

Be ambitious, but stay realistic: If there aren’t any numbers that would make sense for the objective or goal, don’t waste time trying to make them work!

With the right data, the right metrics, and better processes, you can begin to improve your customer experience

With the right data, the right metrics, and better processes, you can begin to improve your customer experience.

Customer Experience Management (CEM) is a powerful tool for measuring how well you are meeting your customers' needs and expectations. It involves using data to understand how customers feel about their experiences with your company—and then acting on it.

With CEM in place, brands can gather feedback from multiple channels such as surveys or social media posts by asking questions like: ""On a scale of 1-5 how likely would you be to recommend [brand name]?"" Asking such questions allows companies to benchmark their performance against competitors and industry leaders so that they know where they stand at any given time relative to others in their category. This kind of metrics tracking will help identify areas for improvement; for example if more than 50% of consumers say they wouldn't recommend a certain brand then there's clearly room for improvement!


The customer experience is constantly evolving and improving. As new technology and trends come into play, so must your company’s ability to provide an optimal experience for customers. Customer experience measurement will help you be proactive about these changes, working with your customers so that they can get what they need when they need it most