Knowing how to accurately measure customer experience can set up your brand for long-term success. Specifically, the multiple pieces of data gathered from various customer experience sources will provide insights that lead to effective change. Fortunately, the sources needed to measure customer experience are easy to find and use.
Measure Customer Experience Source #1: Customer Reviews
Aside from contributing to your overall brand reputation, your online reviews are the best source when you need to measure customer experience. At a basic level, positive and negative reviews can show you whether or not visitors liked the current experience. However, you can get even better insights by looking at a handful of reviews. Taking note of specific keywords across a small collection of negative reviews can reveal pain points in the experience.
Obviously, you can gain even more data by reading hundreds or even thousands of your own customer reviews, but the process is time-consuming and can involve multiple team members. By employing new technology, specifically customer experience analytics software, you can speed up the process with natural language processing, which provides deep insights in a few minutes.
Measure Customer Experience Source #2: The Competition
You can also measure customer experience by looking outward, namely at your rivals. Conducting thorough competitor analysis helps compare you and the competition across multiple reputation metrics such as ratings, review count, and sentiment. With the right reputation management software your competitor analysis can even reveal positive or negative sentiment keywords that customers use to describe their experience with competitors.
The competitor data gathered can then be used as a way to compare the customer experience at your locations. Do people have similar complaints with your brand? Is there another point of tension? Do customers enjoy a specific part of the experience? These are all questions that competitor data can answer. Afterwards, you can also use your findings as powerful marketing assets that help with ongoing customer acquisition strategies.
The ability to measure customer experience on a regular basis is a powerful tool to have for any brand. When done correctly, it doesn’t just put you above the competition; it also ensures better customer retention while also exceeding expectations of those walking through your doors for the first time.