August 3, 2022

A Guide to Using Customer Experience Measurement Tools

Customer experience measurement tools help companies achieve a more complete and accurate understanding of their customers. 

These tools can deliver a wide range of benefits for any business or brand. Why? More than ever, consumers rate and judge businesses not by the quality or price of their products and services, but by the customer experience (CX) built around these products and services. 

Once your entire organization understands this and implements a strong customer experience management strategy alongside the effective use of customer experience measurement tools, you’ll be in a great position to attract customers and keep them coming back.

Why and How to Measure Customer Experience

Using customer experience measurement tools to gain insights about your customers can change your organization for the better. 

  • Companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience. 
  • Customer-centric companies are 60% more profitable than companies that don’t focus on customers.

Not only does customer experience measurement help your company harness up-to-date customer data and achieve a complete and accurate picture of your customers. It also allows you to meet and exceed their expectations, leading to greater customer satisfaction, loyalty, and advocacy. 

How Do Customer Experience Measurement Tools Work?

Tools for measuring customer experience typically provide a solution for tracking and managing a combination of customer experience metrics.

Some of these metrics include:

To help companies capture and manage CX data, these customer experience measurement tools usually offer surveying capabilities and analytics, as well as applications for capturing Voice of the Customer data and business intelligence.  

Read more: CSAT vs. NPS Surveys: What’s the Difference Between the Two?

Customer Experience Measurement Tools

Measuring the customer experience can be a complex and challenging process. This is why it’s important to use the right customer experience measurement tools that consolidate all the relevant metrics that matter to your organization. 

By doing so, you don’t fall into the trap of focusing on only one top-level CX metric. Instead, you’re able to gather balanced insights from multiple sources of data: insights that guide your company into creating the best possible experience for customers. 

Let’s take a look at a few examples of customer experience measurement tools you can use.


InMoment is a cloud-based customer experience management software solution that helps brands and enterprises collect and manage employee and customer feedback. 

As one of the most popular customer experience measurement tools, InMoment helps teams capture valuable feedback from multiple channels and gain insights into customer experience through feedback analytics. InMoment also offers NPS, CSAT, and CES microsurveys, and enriches survey responses with customer data. This helps brands successfully measure customer satisfaction, ease, and loyalty, as well as drive customer lifetime value.


ReviewTrackers is an online reputation management software solution that provides advanced online review management technology to help over 175,000 business locations measure, understand, and manage the customer experience. 

With ReviewTrackers, teams can monitor, respond to, analyze, and generate customer reviews across multiple business review sites, helping support their marketing strategy and improve overall business performance. 

ReviewTrackers also offers Customer Experience Analytics technology designed to help brands achieve a deeper understanding of the customer experience based on online reviews and reputation data.


HubSpot Customer Feedback

Popular marketing software solution HubSpot also offers a customer feedback software tool that makes it easy for users to create various types of customer satisfaction surveys and customer experience surveys, such as NPS, CSAT, and CES.

You can track all feedback using a single dashboard for easy viewing and comparison. You can also automate marketing emails or internal notifications to trigger after feedback responses are received.

Final Thoughts

Using customer experience measurement tools helps your organization capture valuable customer data and discover the trends and patterns that define their experience. They also equip you  with the intelligence and foresight essential to delivering 5-star customer experiences — today and in the future.

No matter which tool or application your company ends up using, remember that data collection isn’t the end goal. You must take action based on what you learn. Use these tools to identify opportunities and issues with the customer experience, and make better business decisions backed by data.

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