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How to measure Customer Experience: it’s More than Metrics!

August 11, 2023

In today's business world, understanding how customers experience your brand can be the key to success. This article dives into measuring customer experience, looking at relevance, metrics, KPIs, and the data beyond. An article packed with insights and advice on creating a measurement strategy to enhance your CX analysis.


sticker with text "78.4% are satisfied with your product. yeah. numbers. now what?"

An introduction to customer experience measurement

Customer experience refers to how customers feel overall about a company or brand and how they interact with it across the whole customer journey, from initial contact through post-purchase assistance.

Measuring customer experience can be challenging due to its subjective nature, as it encompasses a wide range of emotional, cognitive, and behavioral responses that are unique to each individual. Additionally, customer interactions occur across various touchpoints and channels, making it difficult to capture the holistic journey accurately.

Also, translating qualitative feedback into quantifiable metrics while accounting for biases and obtaining a representative sample can further complicate the measurement process.

➡️ Don't feel quite ready for this deep-dive, yet? Learn more about the basics of customer experience management

What are the benefits of effective CX measurement?

Looking at the manifold studies that have been conducted in the field, some of the key benefits of effective CX measurement are:

  • Enhanced Customer Satisfaction
  • Improved Customer Loyalty and Retention
  • Positive Word-of-Mouth and Referrals
  • Higher Customer Lifetime Value (CLV)
  • Competitive Advantage
  • Informed Decision-Making
  • Innovation and Differentiation
  • Efficient Resource Allocation
  • Better Employee Engagement
  • Alignment with Customer Needs
  • Reduced Costs
  • Risk Mitigation
  • Stronger Brand Image
  • Customer-Centric Culture
  • Long-Term Business Sustainability

What is the relevance of measuring customer experience?

Measuring customer experience is crucial for businesses because it helps them determine how satisfied and loyal their customers are, which encourages repeat business and lowers churn.

Positive CX creates a competitive advantage, which distinguishes brands, boosts sales, and increases customer lifetime value.

a sticker with text "no, the customer journey does not end at the checkout"

CX measurement provides insights that influence strategic choices, product development, and marketing tactics, improving overall business performance. Additionally, a great CX fosters a favorable company image, engages staff, and reduces costs by proactively addressing concerns, assuring long-term profitability and customer-centricity.

Key metrics for customer experience

Now, let's turn our focus and delve into the key metrics that play a crucial role in the assessment of CX. By exploring the following essential indicators, we gain valuable insights into the effectiveness and impact of customer interactions with a business.

Net Promoter Score (NPS)

The Net Promoter Score (NPS) is a popular metric for assessing customer advocacy and loyalty. Customers are merely asked to rate their likelihood of recommending our product or service to friends or colleagues on a scale of 0 to 10. Customers are divided into three groups based on their responses: Promoters (9–10), Passives (7-8), and Detractors (0–6). By deducting the percentage of Detractors from the percentage of Promoters, the NPS is computed.


  • Provides a clear and easy-to-understand score that can be tracked over time.
  • Highlights the number of promoters and detractors, offering insights into customer sentiment.
  • Focuses on customer loyalty and potential word-of-mouth referrals.


  • Doesn't provide in-depth information about specific issues or improvements.
  • Lacks granularity in understanding varying degrees of customer sentiment.

Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score (CSAT) measures customer satisfaction with a specific interaction or experience. After a contact or a transaction, it usually entails asking clients to score their happiness on a number scale (such as 1 to 5) or a qualitative scale/semantic differential (such as "Very Dissatisfied" to "Very Satisfied").


  • Provides immediate feedback on specific interactions.
  • Offers insights into the effectiveness of customer support and service.
  • Can be used for targeted improvements in individual touchpoints.


  • Focuses on isolated interactions rather than overall customer journeys.
  • May not capture the overall sentiment of customers who have complex relationships with the brand.

Customer Effort Score (CES)

The Customer Effort Score (CES) gauges how simple it is for customers to accomplish their objectives while dealing with a company. Customers are questioned about the amount of effort required to solve a problem or complete a task. Responses are frequently provided on a scale, such as "Very Easy" to "Very Difficult," for example.


  • Sheds light on pain points and bottlenecks in the customer journey.
  • Highlights areas where customer friction can be reduced.
  • Emphasizes the importance of making interactions seamless and efficient.


  • Doesn't provide a comprehensive view of overall customer satisfaction.
  • May not capture emotional aspects of the customer experience.

Revenue and Customer Lifetime Value (CLV)

Analysis of the relationship between CX measures and consumer spending patterns can help firms better understand how excellent customer experiences influence sales growth and customer lifetime value (CLV).


  • Demonstrates the tangible impact of CX on financial performance.
  • Encourages investment in enhancing CX by showcasing its potential ROI.
  • Provides a holistic view of the business value of a positive CX.


  • Can be challenging to attribute revenue solely to CX, as various factors contribute to sales.
  • Doesn't provide insights into specific areas for improvement without additional analysis.

Each of these measures offers a distinct view on the customer experience, allowing firms to learn important lessons and adjust their tactics. However, combining these measurements can provide a more thorough insight of CX and its effects on other business areas.

The most important customer experience KPIs

Customer journey mapping is the process researching and visualizing the customer experience step by step and across channels. The goal is to identify pain points and opportunities. Creating a journey map is usually the first step of a structured customer experience analysis, because only then we will know which touchpoints are relevant and should be measured with priority.

Seeing how many facets customer experience has, you might ask yourself:

How to track the customer journey?

Tracking the customer journey involves collecting and analyzing data from various sources, such as website analytics, CRM systems, and customer feedback. This data is used to map customer touchpoints, identify key stages in the journey, and establish relevant metrics and KPIs. As non-digital data is highly relevant when tracking the customer journey as it provides valuable insights into the offline interactions and touchpoints that customers encounter. This includes in-person experiences, phone calls, and physical stores, which can significantly impact a customer's overall journey and perception of a brand.

Let's have a closer look at the most relevant CX metrics:

How to measure digital customer experience?

Measuring digital customer experience involves assessing how customers interact with your brand online, including websites, apps, social media, and other digital touchpoints.

Here's an overview on KPIs to measure digital customer experience effectively:

  • Web Analytics: Utilize tools like Google Analytics to track user behavior on your website. Monitor metrics such as page views, bounce rates, time spent, and conversion rates.
  • App Analytics: For mobile apps, leverage app analytics platforms to monitor user interactions, features usage, and app performance.
  • Click-Through Rates (CTR): Track the effectiveness of calls-to-action by measuring the percentage of users who click on links or buttons.
  • Social Media Engagement: Monitor likes, shares, comments, and mentions on social media platforms to assess how customers engage with your brand online.
  • Online Chat and Support Metrics: Analyze response times, resolution rates, and customer satisfaction ratings for online chat and email support interactions.
  • Self-Service Usage: Track the usage of self-service options like FAQs, knowledge bases, and online help centers.
  • User Flow Analysis: Understand the paths users take on your website or app, identifying drop-off points and areas where users abandon their sessions.
  • Heatmaps and Click Maps: Visualize where users click and interact the most on your webpages, revealing popular sections and potential bottlenecks.
  • Cross-Device Tracking: Ensure a seamless experience as users transition between devices. Track their journey across desktop, mobile, and tablet platforms.
  • A/B Testing: Implement A/B testing for different versions of webpages or app features to identify which variations perform better in terms of user engagement and conversions.
  • Customer Feedback Analysis: Analyze customer comments, reviews, and feedback on social media, review sites, and app stores to gain insights into user sentiments.
  • User Surveys: Implement online surveys or pop-up feedback forms to gather user opinions on their digital experiences. Ask about ease of use, navigation, and satisfaction.
  • Usability Testing: Conduct usability tests with real users to identify pain points, confusion, and areas of improvement within your digital interfaces.

➡️ Tip: Clearly outline your goals for measuring digital CX. Are you looking to improve website navigation, increase app engagement, or enhance online purchasing? Defining objectives will guide your measurement strategy.

How to measure offline customer experience?

Obviously, not every customer experience can be tracked digitally; assume your customers get aware of your product or service after they have seen a poster on the streets.

Measuring customer experience through qualitative research methods involves gathering rich, in-depth insights directly from customers through methods such as feedback surveys, focus groups, and interviews. These methods delve into the emotional and contextual aspects of customer interactions, providing a deeper understanding of customer sentiments and perceptions. Qualitative approaches are crucial for uncovering nuanced feedback, identifying unmet needs, and gaining a more holistic view of the customer journey beyond numerical metrics.

Implementing a comprehensive CX measurement strategy

a sticker with text "you have this spreadsheet to keep track of customer experience? well. yeah. now what?"

Implementing a CX measurement strategy is a long-term effort, however it can be summarized with 4 steps:

  1. Set clear objectives and goals, aligned with the overall business strategy
  2. Collect data from various touchpoints to gain a holistic view of CX
  3. Interpret CX data and derive actionable insights
  4. Iterate and continuously adapt your CX strategy based on your insight

For a more detailed introduction to a strategic CX process, use our article about customer journey management.

Challenges and ethical considerations in CX measurement

Navigating CX measurement requires acknowledging the intricate challenges and ethical considerations inherent to this activity. Let's have a look at the most important complexities, highlighting the obstacles involved and the ethical principles that should govern the collection and utilization of customer data.

Bias and sampling issues

Avoiding biased samples and skewed responses is crucial to ensure accurate insights. Random sampling and considering demographic factors can help achieve a more representative view of customers.

Privacy and data protection

Safeguarding customer privacy through informed consent, secure data storage, and compliance with regulations maintains trust while using insights for improvement.

Survey fatigue

Prevent survey fatigue by strategically timing and limiting survey requests, ensuring concise and relevant surveys that respect customers' time.

Balancing CX with other business goals

Balancing CX enhancement with other goals involves aligning CX initiatives with cost-efficiency, innovation, and revenue objectives, ensuring a holistic approach to business strategy. For example, in times of recession, CX budgets (like all business budgets) are a common matter of discussion. It might seem to be easier to cut like other budgets – however CX investments are not short term and it's crucial to evaluate the long-term effect of investments into CX.


Measuring customer experience is a multifaceted endeavor that takes into account the complex feelings, perceptions, and interactions that customers have throughout their journeys.

Although measurements like the Net Promoter Score offer insightful quantitative data, they only scratch the surface of the complex customer experiences. After reading this article, we can conclude: customer experience is more than metics.

Focus groups, feedback surveys, and social media monitoring are examples of qualitative techniques that provide a window into the unspoken feelings and unexplored areas of customer perception. Journey mapping reveals the twists and turns that consumers take, exposing the joyous and frustrating times that metrics alone might not be able to capture.

These qualitative tactics open up the "why" behind the data, illuminating the human aspect of interactions and assisting firms in creating customized strategies that profoundly connect with their target audiences.

Organizations can create richer storylines that form enduring connections, encourage loyalty, and ultimately result in the production of meaningful, memorable, and genuinely extraordinary customer trips by acknowledging that assessing customer experience transcends metrics.

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