In 2023 alone, I have completed at least 100, if not more, transactions with Banks, Telecom, Insurance, Travel, Retail, and Digital or eCommerce businesses digitally. The vast majority of these transactions were initiated and completed via mobile apps and digital portals, with a small percentage requiring some form of service. Most of these service instances were also handled via self-service options on the mobile app, through forms, emails, bots, or a live chat. In fact, I’ve only had 2 instances in the entire year where I had to call the contact centre – one a Bank and the other a Digital / eCommerce company (personally a good year CX-wise).
The reality is that I am not alone. Most of us have become digital-first in our interactions. Everything, from the website’s design, the UX of the mobile app, its service option and their accessibility, to quick resolutions to a call (which I would rather not have made), determines a company’s CX today. Hence, they must be complemented by new approaches to stay relevant in today’s digital-first era.
Achieving this feat requires companies to first rethink how they currently measure Customer Experience (CX). For instance, if my bank measured their CX based solely on how quickly they picked up my phone or how long they made me wait in the call queue, it would reflect only a tiny part of my overall experience with the bank.
On top of that, the methods and metrics used to gauge CX are evolving rapidly. While still valuable, traditional metrics and Voice of Customer (VOC) approaches may no longer be sufficient in capturing the full customer experience.
Traditional Metrics: Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES) have been widely used for years. These metrics provide valuable insights into overall customer sentiment but tend to show transactional data. At Twimbit, we believe companies must deliver on the 4 key CX pillars – Digital, Service, Brand, and Employee experience.
Voice of Customer (VOC): VOC programs remain vital because of their ability to gather direct customer feedback through surveys, interviews, and feedback forms. However, in the digital age, customers interact with brands through various channels, i.e., social media, online reviews, 3rd party mobile apps and chatbots. Hence, VOC programs must adapt to these new mediums when collecting feedback to provide a more comprehensive view of the customer experience.
Here’s why traditional metrics fall short:
The Evolution of CX Measurement: To effectively measure CX in a digital-first era, businesses should consider the following approaches:
This data-driven approach allows us to:
By embracing these shifts, we move from measuring opinions to understanding behaviors, emotions, and experiences.
The measurement of CX in a digital-first era requires a more holistic approach. While traditional metrics and VOC programs remain relevant, they need to evolve to encompass the broader digital landscape. By mapping customer journeys, benchmarking CX across competition & best-in-class, conducting omnichannel analysis, and incorporating AI-driven insights, companies can stay ahead in the race to deliver exceptional CX.