The true measure of success in optimal customer experience has now become the biggest focus of all marketers. In fact, a recent Ascend2 survey that studied 300 B2B and B2C marketers have found that more than two-thirds of marketers say that customer retention rate is one of their most effective metrics to measure customer experience improvements. A similar number says that customer satisfaction is their most effective matrix. More than 40% of respondents said that customer lifetime value is their chosen metric. Other attributes that mattered were visitor intent/completion (26%), likes/comments/shares (23%), net promoter score (14%) and customer effort score (12%).
At the same time, the most critical challenges facing marketers were also improving customer retention/satisfaction (61%) and increasing value/reliability to users (54%) are not only primary objectives but also the most critical challenges to meet them, the most effective strategies are customer feedback collection (57%), content personalization (45%) and social media engagement (38%), the respondents say.