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You're struggling to measure leadership success in Customer Experience. What are the best metrics to use?

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Customer Experience (CX) is not just about delivering quality products and services, but also about creating positive and memorable interactions with your customers at every touchpoint. As a CX leader, you need to inspire, motivate, and empower your team to deliver exceptional CX across the entire customer journey. But how do you measure your success as a CX leader? What are the best metrics to use? In this article, we will explore some of the key metrics that can help you evaluate your leadership performance in CX and improve your results.

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Cristiana Ferreira

Gerente de Opera??es de Customer Experience | Especialista em CX e CS | Lideran?a e Automa??o de Processos l Black Belt…
Rodrigo Fernández de Paredes

?? Asesor Customer Experience en 15 Países ?? Autor Best Seller Construyendo Xperiencias ?? Keynote Speaker +400…
Kamil Ali

CCXP | Head of Insight at Riyad Bank | Driving Business Growth with CX Insights | Writing on Making Branded CX Easy for…

1 Customer satisfaction

Customer satisfaction (CSAT) is one of the most common and straightforward metrics to measure CX. It captures how happy your customers are with a specific interaction, such as a purchase, a service call, or a feedback request. You can measure CSAT by asking your customers to rate their satisfaction on a scale of 1 to 5, 1 to 10, or using emojis, stars, or thumbs up/down. CSAT can help you identify the strengths and weaknesses of your CX delivery, as well as the areas that need improvement. As a CX leader, you should aim to increase your CSAT score over time and benchmark it against your competitors and industry standards.

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Rodrigo Fernández de Paredes

?? Asesor Customer Experience en 15 Países ?? Autor Best Seller Construyendo Xperiencias ?? Keynote Speaker +400 eventos ?? CEO CX Latam Group ???? ?? Te ayudo a dise?ar experiencias rentables
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El índice de satisfacción o CSAT se mide en una escala de 5 niveles generalmente, aunque no hay una regla que así lo defina, por tanto vamos a encontrar escalas de 10 o 4 niveles también. Ejemplo: ?En una escala del 1 al 5, qué tan satisfecho te encuentras con la experiencia vivida en tu reciente compra? Cualquiera sea la escala que se utilice, sirve para medir el grado en que un cliente está satisfecho con una marca, producto o servicio recibido. Se puede medir la experiencia general o específica por aspectos o momentos vividos. Importante: si vas a medir satisfacción general y específica, primero haz la pregunta general y luego las específicas.

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Kamil Ali

CCXP | Head of Insight at Riyad Bank | Driving Business Growth with CX Insights | Writing on Making Branded CX Easy for Professionals
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As per my experience, I’ve found CSAT useful in the following scenarios: 1. Helpful for identifying specific areas of product and services needing improvement. 2. Evaluating the effectiveness of customer service support. 3. Assessing satisfaction post-purchase.

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2 Net promoter score

Net promoter score (NPS) is another popular metric to measure CX. It gauges how likely your customers are to recommend your brand to others, based on their overall experience with you. You can measure NPS by asking your customers to rate their likelihood of recommending you on a scale of 0 to 10, and then categorizing them into promoters (9-10), passives (7-8), and detractors (0-6). NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. NPS can help you assess your customer loyalty, retention, and advocacy, as well as your potential for growth and referrals. As a CX leader, you should aim to increase your NPS score over time and reduce the number of detractors.

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Kamil Ali

CCXP | Head of Insight at Riyad Bank | Driving Business Growth with CX Insights | Writing on Making Branded CX Easy for Professionals
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NPS it is! It stands out due to its wide recognition, strong research support, and straightforwardness. Yet, like any survey method, it can fall victim to poor practices that distort the results. Simply collecting scores without a deep analysis or acting on the feedback is a waste. For leaders looking towards the future, NPS is more than a number. It's a critical instrument that, if used wisely, can refine business strategies and deepen customer relations.

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Cristiana Ferreira

Gerente de Opera??es de Customer Experience | Especialista em CX e CS | Lideran?a e Automa??o de Processos l Black Belt Lean Six Sigma
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O (NPS) Net Promoter Score, esta métrica oferece uma vis?o abrangente da satisfa??o e lealdade do cliente, indo além da satisfa??o imediata. Além disso, o NPS permite identificar os promotores, neutros e detratores, fornecendo insights valiosos para orientar a??es de melhoria e fortalecer a lideran?a na experiência do cliente. Combinado com outras métricas, como satisfa??o do cliente (Csat) e pontua??o de esfor?o do cliente (CES), o NPS oferece uma vis?o holística do desempenho e impacto da lideran?a na experiência do cliente.

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Rodrigo Fernández de Paredes

?? Asesor Customer Experience en 15 Países ?? Autor Best Seller Construyendo Xperiencias ?? Keynote Speaker +400 eventos ?? CEO CX Latam Group ???? ?? Te ayudo a dise?ar experiencias rentables
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El NPS o Net Promoter Score, es una métrica que mide la disposición del evaluado a recomendar una empresa a sus familiares o amigos. Se usa una escala única de 0 a 10, siendo: 0 a 6: detractores 7 y 8: neutrales o pasivos 9 y 10: promotores El resultado es un puntaje o score que sale de la resta de los promotores menos los detractores Importante: más que medir y obtener un puntaje, lo relevante es gestionar los resultados, ver qué hacemos para que los promotores sigan siéndolo, para que los neutrales se vuelvan promotores y comprender la razón de los detractores, para tratar de volverlos neutrales o promotores.

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3 Customer effort score

Customer effort score (CES) is a relatively new metric to measure CX. It evaluates how easy or difficult it is for your customers to achieve their goals with your brand, such as solving a problem, finding information, or completing a task. You can measure CES by asking your customers to rate their effort on a scale of 1 to 5, 1 to 7, or using words like very easy, easy, neutral, difficult, or very difficult. CES can help you optimize your CX processes, systems, and channels, as well as your customer satisfaction and loyalty. As a CX leader, you should aim to decrease your CES score over time and make your CX as effortless as possible.

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Rodrigo Fernández de Paredes

?? Asesor Customer Experience en 15 Países ?? Autor Best Seller Construyendo Xperiencias ?? Keynote Speaker +400 eventos ?? CEO CX Latam Group ???? ?? Te ayudo a dise?ar experiencias rentables
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Hoy en día una de las cosas que más valoran los clientes en su relación con una u otra marca, es qué tan simple te hacen la vida. Así como debe ser fácil el proceso de compra, lo debe ser el proceso de reclamos o soluciones ante una situación. Frases como "no puedo porque la política dice..." o "no puedo porque debo pedir permiso a mi supervisor..." son odiadas por los clientes, es por ello que el índice de esfuerzo o CES, toma gran protagonismo, ya que mide qué tan fácil o no ha sido tu experiencia con una marca o con un determinado proceso evaluado. El CES mide esfuerzo, el NPS recomendación y el CSAT satisfacción, pueden parecer similares, pero no, son complementarios.

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Cristiana Ferreira

Gerente de Opera??es de Customer Experience | Especialista em CX e CS | Lideran?a e Automa??o de Processos l Black Belt Lean Six Sigma
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A pontua??o de esfor?o do cliente (CES) é fundamental para medir o sucesso da lideran?a na Experiência do Cliente. Essa métrica avalia o qu?o fácil foi para os clientes resolverem problemas ou alcan?arem objetivos ao interagirem com a empresa. Uma pontua??o baixa indica uma experiência positiva e sem complica??es, enquanto uma pontua??o alta sugere dificuldades. Monitorar o CES ajuda a identificar áreas de melhoria na jornada do cliente, simplificando intera??es e otimizando processos. Isso aumenta a satisfa??o e a fidelidade do cliente, refletindo diretamente na eficácia da lideran?a em proporcionar uma experiência excepcional.

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Michael Rae

Implementation Manager @ Rocketlane | Driving Customer Outcomes | "Every customer has a story; help them tell it"
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Decreasing friction is one of the best ways to increase the customer's experience. The changes do not have to be big, even several small improvements go a long way.

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Kamil Ali

CCXP | Head of Insight at Riyad Bank | Driving Business Growth with CX Insights | Writing on Making Branded CX Easy for Professionals
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CES contributes to NPS! If the process is simple and doesn't require much work from the customer, they are more likely to keep shopping there. Businesses can make customers more loyal by making it easier for them to do things like buy products or get help.

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4 Employee engagement

Employee engagement is a crucial metric to measure CX leadership. It reflects how committed, motivated, and satisfied your employees are with their work, their team, and their organization. You can measure employee engagement by conducting surveys, interviews, or focus groups, or by using indicators like retention, turnover, absenteeism, productivity, or performance. Employee engagement can help you improve your CX culture, strategy, and execution, as well as your customer satisfaction, loyalty, and advocacy. As a CX leader, you should aim to increase your employee engagement over time and create a positive and supportive work environment.

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Cristiana Ferreira

Gerente de Opera??es de Customer Experience | Especialista em CX e CS | Lideran?a e Automa??o de Processos l Black Belt Lean Six Sigma
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A métrica de engajamento dos funcionários é fundamental para medir o sucesso da lideran?a na Experiência do Cliente. Funcionários engajados est?o mais propensos a oferecer um servi?o excepcional aos clientes, pois est?o motivados, comprometidos e alinhados com os valores e objetivos da empresa. Além disso, o engajamento dos funcionários influencia diretamente na cultura organizacional e na qualidade do atendimento ao cliente. Portanto, monitorar e melhorar o engajamento dos funcionários é uma estratégia essencial para garantir uma experiência positiva para os clientes e impulsionar o sucesso da lideran?a na Experiência do Cliente.

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Oluwayemisi Adewale Dip M, MCIM, Chartered marketer

Freelance marketing Consultant , facilitator and Tutor.
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I agree with the view on employee engagement as one critical factor that can be use to measure leadership success in customer experience, however, there are other top end metrics that are necessary and will be useful in measuring the leadership success. Such metrics includes; 1. Level employee involvement in CX decision making. 2. Level of employees allowed use of discretion in CX. 3. Level of leadership use of feedbacks on CX. 4. Satisfaction level of employee with operating procedures. 5. Quality of interface between the Led and the leader. 6. Level of employee's empowerment to support CX. Having insights into these metrics will help shaped the culture that supports and reinforces the delivery of positive customer experience.

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Rodrigo Fernández de Paredes

?? Asesor Customer Experience en 15 Países ?? Autor Best Seller Construyendo Xperiencias ?? Keynote Speaker +400 eventos ?? CEO CX Latam Group ???? ?? Te ayudo a dise?ar experiencias rentables
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En mi experiencia trabajando proyectos de customer experience y employee experience, queda demostrado que existe un alto índice de correlación entre ambas. Si gestionamos bien la experiencia de los colaboradores, va a ser mucho más alta la posibilidad de lograr clientes felices, versus el escenario en el cual tenemos colaboradores que no están felices con la empresa. Lograr empleados comprometidos y felices, líderes que inspiren y transformen, son aspectos clave para un buen resultado en la gestión del customer experience.

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5 CX maturity

CX maturity is a comprehensive metric to measure CX leadership. It indicates how advanced and effective your CX practices, capabilities, and outcomes are, compared to your goals, competitors, and best practices. You can measure CX maturity by using frameworks, models, or assessments that evaluate your CX vision, governance, alignment, insights, design, delivery, measurement, and improvement. CX maturity can help you identify your CX strengths and gaps, prioritize your CX initiatives, and track your CX progress and impact. As a CX leader, you should aim to increase your CX maturity over time and achieve CX excellence.

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Rodrigo Fernández de Paredes

?? Asesor Customer Experience en 15 Países ?? Autor Best Seller Construyendo Xperiencias ?? Keynote Speaker +400 eventos ?? CEO CX Latam Group ???? ?? Te ayudo a dise?ar experiencias rentables
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Una cosa es decir que somos una empresa madura, otra cosa es realmente ser una empresa madura. De acuerdo con un estudio realizado por CX Latam Group, el 93% de ejecutivos evaluados mencionaron que la inversión en customer experience era clave para el éxito del negocio, sin embargo, sólo el 7% estaba trabajando iniciativas sólidas de CX. Una gran realidad, una empresa madura en CX parte de considerar CX como una estrategia de compa?ía, no un proyecto de área. Medir el grado de madurez en CX y compararlo con nuestra competencia es muy importante si queremos destacar versus la competencia diferenciando nuestra propuesta de valor centrada en el cliente.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're struggling to measure leadership success in Customer Experience. What are the best metrics to use?

1

2

3

4

5

6

1 Customer satisfaction

2 Net promoter score

3 Customer effort score

4 Employee engagement

5 CX maturity

6 Here’s what else to consider

Customer Experience

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You're struggling to measure leadership success in Customer Experience. What are the best metrics to use?

1

2

3

4

5

6

1 Customer satisfaction

2 Net promoter score

3 Customer effort score

4 Employee engagement

5 CX maturity

6 Here’s what else to consider

Customer Experience

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