Enterprises today need to have a holistic view of customer experience (cx) metrics throughout the client lifecycle to achieve consistency and enhance their experience.
Organizations need to monitor customer journeys in real-time to analyze the CX and make strategic changes to the workflows based on the results. Many businesses find it challenging to calculate CX metrics because of their complexity. As the ownership of the customer experience depends on various touch points, they interact with throughout their customer journey. Every department, right from production to after-sales, is responsible for offering a top-notch CX.
Businesses can make strategic changes to their Customer Relationship Management (CRM) strategies based on the CX metrics. However, the marketing teams need to be aware that these customer experience metrics can be deceptive, and decisions derived from such pitfalls can have serious implications.
Also Read: Bridging the Gap Between Customer Experience (CX) and Data Management
This article will evaluate 3 CX metrics that marketers commonly leverage that can be deceptive:
Open rates
Businesses usually use open rates to analyze the effectiveness of their email marketing campaigns. This customer experience metric will monitor the inbound traffic and number of clicks to the site but restricts businesses only to that information. One of the most significant concerns with considering transactional touchpoints like open rates as a valuable customer engagement metric will not help to map back to well-defined business goals.
Businesses that consider open rate as a customer engagement metric will create a deception by believing that their outreach and marketing strategies are effective.
It is crucial to filter the traffic that can be a potential lead that converts into a sale. CMOs should consider monitoring the customer touchpoints made after the email is opened. Evaluating the user behavior and intent of purchase enable businesses to focus on the right prospect. Enterprises need to analyze their capabilities to map customers according to their purchase stage and offer an experience accordingly.
Clickthrough Rates (CTR)
It is essential for the presales teams to evaluate their marketing campaign’s effectiveness. However, like open rates, clickthrough rates are inherently transactional in nature and do not help businesses to analyze the customers’ intent.
Depending on CTR as a customer experience metric can create a deception for the marketing by reducing the accuracy of the customer engagement rates.
This approach will lead the marketing teams to believe that their marketing efforts are effective. One of the most effective customer engagement metrics is evaluating the disengagement rates. Because once the disengagement happens, the presales teams not only have to dedicate the time and resources to deliver new leads and prospective customers but also shift their attention to reacquiring the lost clients.
Net Promoter Score (NPS)
Considering NPS as a customer experience metric can have long-term impacts on the CX. It is one of the most effective ways to evaluate how the total addressable market or existing customers are receiving a product, service, or campaign. A net promoter score will enable businesses to get a detailed analysis of the interaction at that touchpoint. One limitation of this CX metric is that it is restricted to that particular interaction and hence not a good KPI to measure the overall customer experience and the ways they perceive the brand. A recent report published by Gartner suggests that nearly 75% of enterprises will eliminate NPS as a metric from their aftersales workflows by 2025. The inability of net promoter scores to effectively measure the nuance between scores has made the metric obsolete in today’s customer experience demands.
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