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3 min read

How to measure customer experience? Tools, platforms and metrics

Have you ever considered the impact of customer experience measurement on your business sales?

Customer Experience (CX) is a crucial aspect of any company's success because it directly impacts customer satisfaction, translating into loyalty and providing an excellent positioning for the brand through its reputation.

Every effort made in the customer experience must be comprehensive since it includes all the stages of interaction with the company, from the first contact to purchasing a product or service.

Integral improvement will make it possible to retain current customers and, even more so, attract new customers based on the recommendation of current customers and the ratings they provide.

With CX measurement, it is possible to understand and continuously improve the customer experience. This article will explain the best tools to measure it and the most effective metrics, allowing you to make strategic decisions in favor of the customer experience. This will ensure the long-term success of your company. Keep learning, and you'll get a head start on your competitors.


>>Best success stories of companies with UX/UI strategies<<

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This blog will address the topics shown below:

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Tools to measure the customer experience (CX)

The main tools with which you can measure the CX of your company are:

Usability Testing

Usability tests are performed through observation or practice with real users while using the product, website, or application. Depending on which option best suits the context, they can be applied in person or online.

Customer satisfaction surveys

It consists of sending the customer a series of open and closed questions where they can give their opinion about their experience with the product or service. Sending these surveys should be strategic after they have interacted enough so that their criteria is as deep as possible.

Sentiment analysis

With the help of artificial intelligence, customer comments are analyzed to obtain response patterns (positive - negative - neutral).

Social media monitoring

Social networks are a channel highly used by all users, and therefore, it is essential to monitor and collect information from customers and interactions they make through these channels, for example, mentions of the brand, comments, and interactions with publications. In this way, positive patterns can be established to continue applying them and correct those not providing a good experience.

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Platforms to measure customer experience

Now that we have seen the tools let's know through which platforms it is possible to execute them effectively and without much human effort.

HubSpot
Marketing and sales platform that offers a variety of tools to measure CX and is constantly evolving; in fact, it now includes artificial intelligence. Its tools include customer satisfaction surveys, sentiment analysis, and predictive analytics. You can also get detailed and customized reports to help you better understand your customers' needs.

Qualtrics
Experience management platform that offers a wide range of tools to measure CX. Its tools include customer satisfaction surveys, sentiment analysis, and predictive analytics to predict customer behavior. Qualtrics also offers detailed and customizable reports.

Medallia
Customer experience platform that uses artificial intelligence to help companies collect and analyze customer experience information. It offers customer satisfaction surveys, sentiment analysis, and predictive analytics tools. It also provides real-time reporting to help companies respond quickly to CX issues.

SurveyMonkey
Online survey platform that offers a wide range of tools to measure CX. Its tools include customer satisfaction surveys, data analysis, and custom reports.  Offers an integration option so that CX data can be automatically sent to other analytics tools.

CustomerSure
CX platform that focuses on feedback management and CX measurement. It offers customer satisfaction surveys, real-time feedback, and data analysis tools. It also provides detailed and customized reports to help companies better understand their customers' needs.

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>>UX: a lever that drives the entire sales cycle<<

Metrics to measure customer experience

We already know with which platforms it is possible to measure the customer experience agile and effectively. Let's consider the main metrics so that all our efforts have good results.

Net Promoter Score (NPS)

Used to measure customer loyalty. It is based on a simple question, "Would you recommend this company to a friend or family member?". Customers can answer on a scale of 0 to 10. If they answer with a 9 or 10, they are considered promoters, while customers who answer with 0 to 6 are considered detractors.

Customer Satisfaction Score (CSS)

A metric that measures customer satisfaction with a specific product or service after interacting with it. Customers can respond on a scale of 0 to 10, and the score is used to determine areas for improvement of the product or service.

Customer Effort Score (CES)

Measures the ease with which customers can complete a task or solve a problem. Customers can respond on a scale of 0 to 10; the score is used to streamline processes in specific areas.

customer experience

In conclusion, measuring Customer Experience (CX) is essential to improving customer satisfaction and a company's long-term success. By using the right tools, platforms, and metrics, companies can gain valuable insights into how customers perceive their products or services and take steps to improve their experience continuously. 

Measuring CX can help companies retain existing customers, attract new ones and improve their brand reputation in the marketplace. In addition, by measuring CX and taking steps to improve it, companies can differentiate themselves from their competitors and create a competitive advantage in the marketplace.

Ultimately, measuring CX is a valuable investment for any company looking to improve the customer experience and stay relevant in an increasingly competitive marketplace.

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